Collapsed Billson’s Brewery bought by US-based Coca-Cola Company

The Coca‑Cola Company has entered into an agreement with Billson’s Beverages concerning the purchase of its brand and RTD business.

The news follows on from Billson’s being placed into voluntary administration at the end of July, shortly after it was announced as a top-three growth brand in 2023.

Earlier this month on 6 December, Billson’s narrowly avoided being placed into liquidation after creditors went to vote as to whether the business should continue operating.

According to Matthias Blume, Vice President of Marketing for Coca-Cola ASEAN and South Pacific, “this acquisition allows us to expand in the dynamic and growing alcoholic ready-to-drink category in Australia and aligns with our vision to provide a beverage for every occasion, always keeping the consumer at the centre of everything we do.”

The Billson's RTD brand has garnered a strong reputation for innovative flavours and great-tasting drinks, and includes products such as Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello.

Prior to today’s news, the US-based Coca-Cola Company - a separate entity to Coca-Cola Europacific Partners - did not own any liquor brands in Australia.

“Of course, we know that offering options with alcohol brings new responsibilities for us, and we take these seriously,” said Blume.

“Our Responsible Alcohol Marketing Policy determines how we responsibly go to market with alcohol brands.”

Following the acquisition, Billson’s current owners Nathan and Felicity Cowan will continue to produce their well-known cordial, soda, and beer range under a new brand name, and will continue to operate their Beechworth hospitality business.

“We are thrilled to have entered into an agreement to sell the Billson’s brand and ARTD range to a company like Coca‑Cola,” said Nathan Cowan.

“We wholeheartedly believe that the brand is in the best possible hands for it to thrive long into the future.”

Nathan and Felicity resurrected the historic Beechworth site in 2017, and successfully managed to attain sizable growth before becoming unstuck due to “several mistakes” that led to systems and processes complications.

In the 2024 Drinks Trade Hottest Brands List - created in partnership with Circana - Billson’s was recognised as the liquor brand that experienced the highest percentage of growth in 2023, up 173% on the year before.

Felicity Cowan says the sale will mark a positive change for her and Nathan.

“This will allow us to dedicate ourselves to what we love most: the Beechworth venue experience and our historic cordial range,” she said.

“We’ll also have more time to focus on our passion for soda, liqueurs, beer and alpine spring water.”

Coca-Cola has indicated that the acquisition will take place on 31 January, after which it will take ownership of the Billson’s brand and RTD business.

Following this, Coca-Cola currently does not have plans to expand Billson’s beyond Australia.