Bacardi-Martini Australia has announced a new distribution deal with Coca-Cola Europacific Partners (CCEP) with the aim of significantly expanding the reach of its premium spirits and RTD portfolio in the local market.
Under the agreement, Bacardi-Martini will retain control of consumer marketing and brand strategy while leading engagement in the on-premise channel.
CCEP will take responsibility for national distribution and market expansion, leveraging its extensive sales network to boost availability of key brands including Bacardí rum, Bombay Sapphire gin, Grey Goose vodka, Patrón tequila, Dewar’s blended Scotch whisky, Angel’s Envy American Straight Whiskey and Martini vermouth.
The new, multi-year distribution agreement will come into effect on November 3, 2025.
“We are proud of the leading role we have played in growing the premium spirits industry in Australia and establishing its thriving cocktail culture,” said Luiz Schmidt, Managing Director, Bacardi-Martini Australia.
“We have incredible brands with fantastic equity, however, we recognise that to unlock their full potential in Australia, we must join forces with a company that has the resource required to put them in the hands of consumers across the country.
“CCEP not only has terrific scale, it has proven industry expertise capable of delivering long-term sustainable growth for both companies.”
Orlando Rodriguez, Managing Director – Australia Coca-Cola Europacific Partners, added: “Our success is built on great brands, great people and great partnerships. With close to 20 years of specialist experience in the alcohol category, we are excited to harness our depth of expertise to help take the Bacardi-Martini Australia portfolio to new heights.
“The Bacardi portfolio is iconic and at CCEP we have the track record of operational excellence to best support it. Together we have great anticipation for what we can achieve in the dynamic and growing alcohol category.”
This article first appeared on Club Management’s sister publication, The Shout.