The news marks a significant shift for the industry as agency brands, such as Russian Standard, Sierra Tequila and Remy Cointreau, currently distributed through Beam Suntory enter negotiations to extend their agreements. The Beam Suntory owned portfolio however, including Midori and Japanese whiskies Yamazaki, Hakushu and Hibiki will fall under the CCA distribution agreement.
While it is unsure yet of the specifics of how the integration will unfold, particularly in terms of what the integration will mean for staff at Beam Suntory, Beam Suntory Oceania Managing Director, Peter Gunning said: “We are now taking this opportunity to amplify the value of this unique partnership by extending the breadth and depth of the portfolio distributed by CCA. This new agreement will underscore our position in the marketplace as Australia's whisky powerhouse bringing together the very best of Beam Suntory in Australia.”
Shane Richardson, CCA Managing Director of Alcohol and Coffee added: “The agreement signifies a very exciting step in the long-term partnership between CCA and Beam Suntory.
“As well as further strengthening CCA’s range of market-leading spirits and RTDs, the new agreement deepens the relationship between our two companies.
“Over the past year we have worked hard together to grow the Beam portfolio in a challenging market, and this is testament to the quality of our relationship. This new partnership represents a very exciting portfolio expansion, which gives us an even greater range to offer our customers across the country.”
The integration will commence from July 1.
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