The Coca-Cola Company has announced its acquisition of Australian ready-to-drink (RTD) vodka maker Billson’s Beverages, signaling a major move into the alcoholic beverage market in Australia. The agreement, set to be finalized by January 31, 2025, comes just months after Billson’s entered voluntary administration in July due to financial difficulties.
A Historic Brand with a Modern Twist
Founded in 1865 and revived in 2017 by Nathan and Felicity Cowan, Billson’s has become a popular name in Australia’s RTD market with its vodka-based canned drinks, craft beers, sodas, and cordials. Despite rapid growth, the company faced challenges from reduced consumer spending and rising government excise duties, leading to debts exceeding AUD 21 million.
Under the new deal, Coca-Cola will acquire the Billson’s brand and its RTD portfolio, including popular vodka mixes like Vodka with Tangle and Vodka with Grape Burst. However, the Cowans will retain ownership of the company’s other beverage lines, such as cordials, sodas, and beers, which will continue under a new brand.
Coca-Cola’s Vision
Matthias Blume, Vice President of Marketing for Coca-Cola ASEAN and South Pacific, highlighted the strategic importance of the acquisition:
“This acquisition allows us to expand in the dynamic and growing alcoholic RTD category in Australia. The Billson’s team has built a strong foundation with innovative flavors and great-tasting drinks, and we are excited to bring these products to even more Australians.”
Coca-Cola has no current plans to market Billson’s products outside Australia. The company reiterated its commitment to responsible alcohol marketing in line with its global policies.
A New Chapter for the Cowans
Nathan Cowan expressed confidence in the partnership, stating:
“We are thrilled to sell the Billson’s brand to Coca-Cola, a company we believe can take it to new heights. This allows us to focus on our other passions, including our historic cordial range and the Beechworth venue experience.”
The Beechworth facility, known for its 150-year-old red brick well, will remain a cornerstone of the Cowans’ operations, focusing on soda, liqueurs, beer, and spring water.
Coca-Cola’s Expanding Alcohol Portfolio
This acquisition reflects Coca-Cola’s ongoing interest in the alcohol sector, following collaborations with major spirits brands like Jack Daniel’s, Bacardí (inside.beer, 18.10.2024), and Pernod Ricard and its brand Absolut (inside.beer, 16.10.2023) for RTD products. It also comes after Coca-Cola’s purchase of Finlandia Vodka in June 2023.
