Company Aims to Expand Distribution for Growing Super-Premium Brand
Beam Global Spirits & Wine, the premium spirits business of Fortune
Brands (NYSE: FO), today announced it has acquired the EFFEN® Vodka
brand from the Sazerac Company, Inc. EFFEN, named after the Dutch word
for smooth, is a super-premium brand produced in Holland with a patented
distillation process.
“EFFEN Vodka is an excellent fit with our brand portfolio, and we’re
excited to put our sales and distribution muscle behind it to accelerate
the brand’s growth,” said Matt Shattock, president and chief executive
officer of Beam Global Spirits & Wine. “EFFEN has built a strong
following in select markets, and we believe our sales and marketing
organizations can help expand distribution and build excitement for
EFFEN in many more markets in the U.S. and around the world.”
With annual net sales of approximately $10 million, EFFEN’s distribution
is currently concentrated in Chicago, Southern California and major
Florida markets. The EFFEN product line includes EFFEN Vodka, EFFEN
Black Cherry Vodka and limited edition EFFEN Raspberry Vodka.
As part of the transaction for EFFEN, Beam Global has sold the Old
Taylor whiskey brand and inventory to Sazerac. Other terms of the
proposed transaction were not disclosed.
About Beam Global Spirits & Wine:
Inspiring conversations around the world, Beam Global Spirits & Wine,
Inc., is Building Brands People Want to Talk About. Consumers
from all corners of the globe call for our brands, including Jim Beam®
Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac,
Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Larios®
Gin, Whisky DYC®, Teacher's® Scotch Whisky, DeKuyper® Cordials and
Liqueurs and Knob Creek® Bourbon. Beam Global Spirits & Wine is part of
Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company
recently named one of the World’s Most Admired Companies by Fortune
magazine. For more information on Beam Global Spirits & Wine, its
brands, and its commitment to social responsibility, visit www.beamglobal.com
and www.drinksmart.com.
© 2009 Beam Global Spirits & Wine, Inc., Deerfield, Ill.
drink smart®
Beam Global Spirits & Wine, Inc.
Paula Erickson, 847-444-7590
Paula.Erickson@BeamGlobal.com
or
Fortune
Brands
Clarkson Hine, 847-484-4415
Clarkson.Hine@FortuneBrands.com
