AUS: Coke Amatil teams up with Maxxium
Coca-Cola Amatil has secured a deal to sell and distribute Maxxium Worldwide's spirits portfolio in Australia.
The deal, which will run through CCA's joint venture Pacific Beverages, was confirmed yesterday (8 November) and will be backed by an investment of A$15m (US$11.5m) from CCA. The company will also manufacture the RTD portfolio of Beam Global Spirits & Wine, which Pacific Beverages will sell and distribute. Beam is a shareholder in Maxxium. The range, which includes Jim Beam and Cola, will be produced by CCA at its facility in Adelaide from April next year.
Maxxium Australia, meanwhile, will maintain responsibility for importing the group's products into Australia, the brand marketing strategy, planning, financial management and the relationship with its global shareholders. The group's Australian sales team will be integrated into Coca-Cola Amatil's hotel, restaurant and café team.
The move into spirits and RTDs follows the formation in August of Pacific Beverages, a joint venture between CCA and global brewer SABMiller, which sells and distributes SABMiller's international beer range.
"The joint venture with SABMiller was the first step in extending the company's beverage portfolio into alcoholic beverages," said CCA managing director Terry Davis. "The agreement with Beam Global Spirits & Wine Australia to exclusively manufacture (Alcoholic) RTDs, and the agreement with Maxxium to sell and distribute ARTDs and all their other premium spirit brands, is the next one."
Separately, CCA today (8 November) reaffirmed its full-year net profit guidance. The company expects earnings for 2006/2007 to come in between A$312m and A$325m. "The results for the four months to 31 October have been encouraging with mid to high single-digit revenue growth achieved in most markets, in local currencies," CCA said.
CCA is 32%-controlled by The Coca-Cola Co.
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