Bacardi-Martini Australia (BCA) says its new distribution agreement with Coca-Cola Europacific Partners (CCEP) will transform the Australian footprint of the family-owned company’s portfolio.
BCA will lead both the consumer marketing and influence for its brands and the on-premise channel. The company said its goal is “to strengthen relationships and set new standards for brand advocacy and execution” in Australia’s most respected venues.
BCA managing director, Luiz Schmidt, said the company is proud of the leading role it has played in growing the premium spirits industry and cocktail culture in Australia.
“We have incredible brands with fantastic equity, however, we recognise that to unlock their full potential in Australia, we must join forces with a company that has the resource required to put them in the hands of consumers across the country. CCEP not only has terrific scale, it also has proven industry expertise capable of delivering long-term sustainable growth for both companies,” Schmidt said.
CCEP will focus on the distribution and market expansion of Bacardi’s spirits and ready-to-drink (RTD) portfolios. Through its extensive network, CCEP will expand the market reach for Bacardí rum, Bombay sapphire gin, Grey Goose vodka, Patrón tequila, Dewar’s blended scotch whisky, Angel’s Envy American straight whiskey, and Martini Vermouth.
CCEP managing director, Orlando Rodriguez, said CCEP has almost 20 years of experience in the alcohol category.
“We are excited to harness our depth of expertise to help take the Bacardi-Martini Australia portfolio to new heights. The Bacardi portfolio is iconic and at CCEP we have the track record of operational excellence to best support it. Together we have great anticipation for what we can achieve in the dynamic and growing alcohol category,” Rodriguez said.
The new, multi-year distribution agreement starts on 3 November 2025.
