AUS: Stolen Rum links-up with Beam Inc for Australia push

By | 1 October 2013

Fledgling New Zealand spirits group Stolen Rum is upping its focus on Australia after signing a distribution deal with Beam Inc

The Auckland-based company, launched in 2010, has inked a deal with Beam's Australian unit, which has a route-to-market distribution agreement with Coca-Cola Amatil, it announced yesterday (30 September). Stolen Rum's portfolio was previously distributed in Australia by Vanguard Luxury Brands under a “short-term” agreement.

Stolen Spiced, the company's premium spiced rum, will “lead the charge” in Australia, it said.

“Lots of NZ and Aussie drinkers have so far responded really positively to Stolen Rum, and this has given us a sense of confidence with our growth and innovation plans,” said Stolen's co-founder & CEO Jamie Duff.

The company has seen a 178% rise in case sales in 2012 year-on-year and is forecasting 208% growth in 2013. Volume figures were not given. 

Steve Inch,  Beam Oceania's MD said: “Adding a premium rum brand to our portfolio is a strategic move for Beam and for our strong partnership with CCA.”

All three Stolen Rum products are currently available for a RRP of AUD42.99 (US$40).

Expert analysis

The Future of the Spirits Market in Australia, to 2016

The Future of the Spirits Market in Australia, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in Australia.

Sectors: Spirits

Companies: Coca-Cola Amatil, Beam Inc

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