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Coca-Cola snaps up RTD brand Billson’s
The Coca-Cola Company has agreed to acquire Australian spirit-based ready-to-drink (RTD) brand Billson’s, six months after the business went into administration.
Established in 1865 in Beechworth, Victoria, Billson’s Brewery went into voluntary administration, its owners Nathan and Felicity Cowan announced at the end of July 2024.
In addition to RTDs, the company produces beer, spirits, sodas and cordials.
Under the agreement, The Coca-Cola Company will buy the Billson’s brand and RTD range, which are made with vodka, gin, rum and whisky.
“We are excited to add Billson’s to our portfolio of Australian brands,” said Matthias Blume, Coca‑Cola vice-president of marketing, 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 Cowans will continue to produce cordials, sodas and beers under a new brand name and operate their hospitality business in Beechworth.
The current owners have managed the business since 2017 when they relocated to Beechworth to restore the brewery. In a statement at the time of the administration announcement, they said “several mistakes” were made while growing the business, which had resulted in restructuring on two previous occasions.
Regarding the new owner, Nathan said Billson’s is in “the best possible hands for it to thrive long into the future”.
Felicity added that the acquisition means the business will be able to dedicate its focus to the visitor experience and the rest of its portfolio, including its “historic” cordial range.
“We’ll also have more time to focus on our passion for soda, liqueurs, beer and alpine spring water,” she noted.
Blume said the Billson’s team has grown the brand through “innovative flavours and great-tasting drinks”.
He continued: “We are looking forward to expanding on those foundations and bringing great-tasting Billson’s products to even more Australians.”
The Coca-Cola Company currently has no plans to expand Billson’s beyond its home market.
Financial terms of the deal have not been disclosed but it is expected to be completed on 31 January 2025.
The Coca-Cola Company has made a number of moves in the RTD category in the past year, partnering with spirits brands such as Absolut, Bacardí and Jack Daniel’s on canned products.
The group’s Hellenic Bottling Company arm also acquired Finlandia Vodka from Jack Daniel’s owner Brown-Forman for US$220 million in November 2023.
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