Coca-Cola to Acquire Billson’s Ready-to-Drink Alcoholic Beverage Arm

In a significant move for the ready-to-drink (RTD) alcoholic beverage market, Coca-Cola has announced its decision to acquire Billson’s liquor arm, which produces popular RTD drinks such as Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello. This acquisition will allow Coca-Cola to further strengthen and diversify its portfolio of alcoholic beverages, aligning with its goal of offering a beverage for every occasion.

A Strategic Move for Coca-Cola

Matthias Blume, VP of Marketing for Coca-Cola in ASEAN and South Pacific, shared the company’s excitement about the acquisition. He stated that the purchase would allow Coca-Cola to grow its ready-to-drink alcoholic beverage portfolio. “This aligns with our vision to provide a beverage for every occasion, always keeping the consumer at the center of everything we do,” Blume added. With this acquisition, Coca-Cola will enhance its position in the fast-growing RTD alcohol segment, responding to increasing consumer demand for convenient and flavorful alcoholic options.

Billson’s Will Continue Operations Under New Brand

While Coca-Cola will now own Billson’s RTD alcoholic beverage range, Nathan and Felicity Cowan, the owners of Billson’s, will continue to produce their other products, such as cordials, sodas, and beer, under a new brand. They will also maintain operations at their hospitality business in Beechworth, Victoria, a beloved venue that’s become an iconic part of their family’s legacy.

Felicity Cowan shared her excitement about the future, saying, “This will allow us to dedicate ourselves to what we love most: the Beechworth venue experience and our historic cordial range. We’ll also have more time to focus on our passion for soda, liqueurs, beer, and alpine spring water.”

What’s Next for Billson’s and Coca-Cola?

The acquisition is set to be finalized on January 31, marking the start of a new chapter for both companies. However, Coca-Cola has clarified that there are no current plans to expand Billson’s beyond Australia. The focus will be on strengthening Billson’s presence in the Australian market, leveraging Coca-Cola’s established distribution network and marketing expertise.

For Billson’s, this deal represents a major opportunity to grow its product offerings in the RTD alcohol market, while still maintaining its rich heritage of non-alcoholic beverages and its celebrated Beechworth venue.