Coca-Cola has bought Billson's ready-to-drink range. The news follows the Beechworth-based business going into administration in July and surviving via a Deed of Company Arrangement from owners Nathan and Felicity Cowan.
The deal means the Cowans will continue to run the Beechworth venue and produce cordial, soda and beer under a new brand name.
Further details can be found in the media release below.
Media Release: The Coca-Cola Company to Acquire Premium Alcohol Ready-to-Drink Brand in Australia
The Coca-Cola Company announced today that it has entered into an agreement to acquire Billson’s, an Australia-based brand of alcohol ready-to-drink products that include local market leaders Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello.
The current owners of Billson’s, Nathan and Felicity Cowan, will continue to produce their well-known cordial, soda, and beer range under a new brand name and to operate their hospitality business in Beechworth, Victoria, Australia.
“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. Of course, we know that offering options with alcohol brings new responsibilities for us, and we take these seriously. Our Responsible Alcohol Marketing Policy determines how we responsibly go to market with alcohol brands.”
Blume added that the Billson’s team has built the brand through innovative flavours and great-tasting drinks, creating a passionate community of “flavour chasers.” “We are looking forward to expanding on those foundations and bringing great-tasting Billson’s products to even more Australians,” he said.
“We are thrilled to have entered into an agreement to sell the Billson’s brand and ARTD range to a company like Coca-Cola,” Nathan Cowan said. “We wholeheartedly believe that the brand is in the best possible hands for it to thrive long into the future.”
“This will allow us to dedicate ourselves to what we love most: the Beechworth venue experience and our historic cordial range,” Felicity Cowan said. “We’ll also have more time to focus on our passion for soda, liqueurs, beer and alpine spring water.”
Coca-Cola has no current plans to expand Billson’s beyond Australia.
The acquisition is targeted for completion on Jan. 31, 2025, when The Coca-Cola Company is expected to take ownership of the brands.
