Coca-Cola Amatil (CCA) has made its much anticipated re-entry into the Australian beer and cider market this week with the launch of a portfolio of premium products into bars and stores.
The company has been hammering out numerous local and international deals in recent months, culminating in this week's launch of premium products that are mostly new to the Australian market.
The portfolio includes Molson Coors’ leading beers Coors, and Blue Moon, the USA’s biggest craft beer.
CCA has also set up the Australian Beer Company brewery at Griffith in joint partnership with Casella to create a new draught beer brand, Alehouse, which is exclusive to on-premise customers, as well as ARVO Premium Lager and Pressman’s Original Australian Cider.
The company will add Rekorderlig Cider from Sweden to the range early next year, along with the Samuel Adams range of beers which are made by the USA’s number one craft brewer, The Boston Beer Company and CCA’s Fiji portfolio of Fiji Bitter and Vonu beer, with more brands expected to be added.
CCA exited the beer market two years ago under the terms of the deal when SAB Miller took over Foster's in 2011, and its entry into the market means there are now three big brewers alongside SAB Miller-owned Foster's and Kirin-owned Lion.
“I am delighted with the progress our team has made executing agreements with some of the world’s best-performing beer and cider brands, and in developing our own all-Australian brands as well,” said Terry Davis, CCA’s group managing director.
“Australia is one of only six markets in the world with a billion-dollar profit pool for beer, so the earnings growth for CCA for a successful execution of our new portfolio is substantial.”
John Murphy, CCA Australia’s MD Beverages, said: “Our customers have been waiting for us to get back into beer and cider, and I know how much excitement there is in the trade with the arrival of the Molson Coors range, particularly Blue Moon, which has taken the US by storm becoming the number one selling craft beer in the last 12 months.
“I am also confident that our customers will welcome the chance to try our bespoke Alehouse range, brewed in our Australian Beer Company brewery under the leadership of master brewer Andy Mitchell."
CCAs is re-entering the beer market with a range of premium products that are mostly new to the Australian market.
