US: Fortune Brands' drinks arm gets makeover
Fortune Brands has unveiled a fresh corporate identity for its drinks business, six months after snapping up a raft of premium wine and spirits brands from Allied Domecq.
Jim Beam Brands has become Beam Global Spirits & Wine, the world's fourth-largest spirits firm and owner of brands including Jim Beam bourbon, Canadian Club whisky and Courvoisier Cognac.
The company said yesterday (29 January) that the acquisition of a chunk of Allied's portfolio had changed the group from a company relying on the US to one with a "truly global focus".
"This acquisition transformed JBB Worldwide into a new global leader in premium spirits, and made us a stronger player in US wines," Beam Global Spirits & Wine president and CEO Tom Flocco said. "It redefined who we are, what we stand for and what we are capable of achieving in the future."
Flocco added: "We needed a name and identity that more accurately reflects the organisation we are today. A key goal for the re-naming was to align the legacy of our company's past with our ambitions for the future."
The company's wine business, meanwhile, has been named Beam Wine Estates, the fifth-largest super-premium wine group in the US.
"We faced a similar opportunity to that of Beam Global Spirits & Wine following the (Allied) acquisition," said Bill Newlands, president of Beam Wine Estates.
"We wanted an identity that reflects the heritage of our parent company, as well as the prime estates in our portfolio, that together make us the number five super-premium wine business in the U.S.
"These estates cover California's most prominent wine regions - Alexander Valley, Napa Valley, Russian River Valley, Carneros, Dry Creek Valley and the Central Coast - as well as historic estates in Europe that are part of Cockburn's Port and Harveys sherries."
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