The Coca-Cola Company has acquired the Seagram's line of non-alcoholic mixers from drinks giants Diageo and Pernod Ricard. Terms of the cash transaction were not disclosed, however those close to the industry believe it will be for around US$80m to US$90m.

As part of the deal, Coke will acquire Seagram's club soda, seltzer, tonic and ginger ale brands. Coke, based in Atlanta, said it had signed a licensing agreement with Pernod Ricard for use of the Seagram's trademark.

"Seagram's is a natural fit and complements our existing brands in North America," said Jeff Dunn, president of Coca-Cola North America. "We believe our bottling partners will benefit from the value proposition offered by these mixers as we further develop these brands."
Coca-Cola's bottlers currently produce and distribute about 75% of the volume of Seagram's mixers in the United States.

"Now they'll be getting it from us instead of buying it from Seagram's," said Coca-Cola spokesman Ben Deutsch.