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Coca-Cola European Partners is expanding its portfolio of liquors, with three new collaborations in the “premium” liquor industry. Amongst others, Amaretto Disaronno and N°3 London Dry Gin will join forces with the soft drink giant.
Complementary categories
Starting 1 January 2016, CCEP will distribute, sell and market Belgian Buss Spirits’ Buss Gin and Italian Illva Saronno‘s Disaronno Liqueur and Tia Maria. From 1 April 2017 onward, British Berry Bros & Rudd’s The Glenrothes Speyside Single Malt Scotch Whisky and N°3 London Dry Gin will also join the line-up.
CCEP’s attempt to expand its portfolio of alcoholic beverages has been ongoing for a while now: ever since April 2016, it has close ties to the Edrington group, for brands like The Famous Grouse, Cutty Sark, The Macallan, Highland Park, Brugal rum and Snow Leopard Vodka for the Belgian-Luxembourg market.
At its core, the company is a distributor and seller of non-alcoholic beverages, but it is now actively looking for complementary categories with like-minded partners and high-quality products, it says in a press release. Liquors fit this strategy perfectly.
