The Coca-Cola Company has reached an agreement to buy Billson's, an Australian alcohol ready-to-drink (RTD) brand that is well-known for items like Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello.
The company says that Nathan and Felicity Cowan, the current owners of Billson's, will continue to produce cordials, sodas, and beers under a new brand and keep their hospitality business in Beechworth, Victoria.
"We are excited to add Billson's to our portfolio of Australian brands. 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 center of everything we do," stated Matthias Blume, Coca-Cola's VP of marketing for ASEAN and South Pacific.
The Australian alcohol ready-to-drink (RTD) company Billson's, which is well-known for products like Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello, has agreed to be acquired by The Coca-Cola Company.
According to the company, Billson's existing owners, Nathan and Felicity Cowan, will remain in Beechworth, Victoria, and continue to make beers, sodas, and cordials under a new name.
"Billson's is a welcome addition to our collection of Australian brands. With the consumer at the center of all we do, this acquisition enables us to develop in Australia's vibrant and expanding alcoholic ready-to-drink market and supports our mission to offer a beverage for every occasion," said Matthias Blume, vice president of marketing for Coca-Cola.
The agreement is expected to be finalized on January 31, 2025. As of right now, Coca-Cola has no plans to take Billson's outside of Australia.
CMI Research: Key Canned Alcoholic Beverages Market Insights
According to Coherent Market Insights (CMI), the canned alcoholic beverages market is expected to exhibit a CAGR of 13.8% between 2023 and 2030, driven by rising demand from industries such as food & beverages and personal care. The market, which was valued at approximately US$ 152.17 billion in 2024, is forecasted to exceed US$ 202.95 billion by 2031.
The primary drivers of the market for hard seltzers are customers' increasing health consciousness and need for convenience. Manufacturers are concentrating on introducing products with natural components in order to gain a larger market share because customers these days are particularly interested in low-calorie drinks with natural ingredients.
Analyst Opinion: Strategic Role in Canned Alcoholic Beverages Market Growth
According to senior research analyst Sakshi Suryawanshi, the industry is expanding due to consumers' increasing desire for RTD alcoholic beverages, which provide convenience and a range of flavors.
Conclusion: Business Takeaways
Because of their portability, convenience, and changing consumer tastes, canned alcoholic beverages are seeing tremendous growth. As demand rises, brands must focus on innovation, sustainability, and premium services to differentiate in a crowded market. Strategic marketing, targeting outdoor activities, and embracing eco-friendly packaging are essential for success.
