Sazerac rebrands Australia-NZ subsidiary
Buffalo Trace owner Sazerac has renamed its Australia and New Zealand spirits distributor as it bids to grow a global identity.
Formerly known as SouthTrade International, the distributor will now go by Sazerac AUNZ.
Founded in 2002, the arm is based in Sydney and distributes Sazerac’s portfolio and partner brands in the region, such as Buffalo Trace Bourbon, Fireball Cinnamon Whisky and Southern Comfort.
Jake Wenz, president and CEO of Sazerac, heralded the move as an “important step” in Sazerac’s focus on globalising its brands and portfolio.
He said: “We’re energised by the opportunities that lie ahead as we continue to expand and grow our portfolio around the world, and we are proud to have such an outstanding team in Australia and New Zealand helping to lead the way.”
As Sazerac commits to global growth, the company has recently renamed its subsidiaries in the UK and Ireland, opened a Buffalo Trace boutique in London, and brought its barrel select programme to the UK.
In 2022, the company purchased Lough Gill Distillery in County Sligo, Ireland, with plans under way to develop the 100-plus acre site into a whiskey facility and visitor attraction.
To meet evolving consumer preferences and international demand, it has also acquired ready-to-drink brand BuzzBallz and Svedka Vodka in the past year.
Fraser Lockwood, general manager of Sazerac AUNZ, added: “With the dedication of our incredible team and the support of our valued customer partners, we continue to strengthen and elevate our presence in Australia.
“We have many exciting plans in the works to keep the expansion going, which will enable us to unlock new milestones in our growth both now and in the future.”
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