Beverage Industry

Beam Global adds Effen

June 24, 2009

Beam Global Spirits & Wine, Deerfield, Ill., has acquired the Effen Vodka brand from the Sazerac Co. The product is imported from the Netherlands, and has annual sales of about $10 million. U.S. distribution currently is concentrated in Chicago, Southern California and Florida.
 
“Effen Vodka is an excellent fit with our brand portfolio, and we’re excited to put our sales and distribution muscle behind it to accelerate the brand’s growth,” said Matt Shattock, president and chief executive officer of Beam Global Spirits & Wine. “Effen has built a strong following in select markets, and we believe our sales and marketing organizations can help expand distribution and build excitement for Effen in many more markets in the U.S. and around the world.”
 
As part of the transaction for Effen, Beam Global has sold the Old Taylor whiskey brand and inventory to Sazerac. Other terms of the proposed transaction were not disclosed.