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 size is valued to be around US$ 152.17 billion in 2024, with an expected exceedance to around US$ 202.95 billion by 2031.
Increasing health consciousness and convenience needs among customers are the prime drivers for the market of hard seltzers. As nowadays, consumers have a particular interest in low-calorie drinks that contain natural ingredients, manufacturers are focusing on releasing products containing natural components to attain a greater share of the market.
Analyst Opinion: Strategic Role in Growth for Canned Alcoholic Beverages Market
With consumers demanding and showing a larger inclination towards RTD alcoholic beverages, which are convenient and offer wide varieties of flavors, the industry is also expanding, believes Sakshi Suryawanshi, senior research analyst.
Conclusion: Business Takeaways
Tremendous growth is being seen in canned alcoholic beverages because of portability, convenience, and change in consumer preferences. Brands, therefore, must emphasize innovation, sustainability, and premium services while trying to remain effective in an extremely saturated market. Strategic marketing focusing on outdoor activities and eco-friendly packaging is most surely going to bring success.
