Blog: Olly WehringFortune - bye-bye wine, hello Absolut?

Olly Wehring | 13 November 2007

Fortune Brands' move to sell its US wine business, announced yesterday (12 November), would appear to set the scene perfectly for the impending bunfight over Vin & Sprit.

The likely sale of the Swedish state-owned drinks company, which owns the Absolut vodka brand, is expected to be announced in the coming months. And, with Fortune jointly handling Absolut's distribution in the US with V&S, as well as the two being partners in global distribution company Maxxium, Fortune appears to have the most to lose should it fail in acquiring the Swedish firm.

With Diageo, Pernod Ricard and Bacardi, among others, having all voiced their interest in V&S, it is understandable that it might be 'squeaky bum' time at Fortune's headquarters in Illinois. Certainly, the US$840m Fortune is expected to realise from the wine sale to Constellation Brands will help, but you can be pretty sure that the other runners and riders will take pleasure in, at least, driving V&S's sale as high as they can - and we all know that Diageo and Pernod have quite deep pockets when it comes to brand buying.

And so, we all wait for the off. All it'll take is for the Swedish government to raise the starting tape.

I, for one, can't wait - nor, it seems, can Fortune, now.


Are you fodmap-compliant? The latest health fad uncovered

Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....


Baileys and the "bellwether of naffness"

Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...


From pixels to pilsner - how video games are moving into alcohol

Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...


Tax Free World Association - Day three: Beam Suntory's big boat and Patron's virtual home

just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...

just-drinks homepage

Forgot your password?