AUSTRALIA – Coca-Cola Europacific Partners (CCEP) Australia has announced its decision to cease the sale and distribution of the renowned Rekorderlig Cider brand in Australia.  

This decision follows a thorough strategic review by the company, signalling a significant shift in its operational focus. 

Tobias Hoogewerff, Vice President of Licensing at CCEP, highlighted the company’s longstanding partnership with AB Abro Bryggeri (ABRO), the owner of the Rekorderlig Cider brand, spanning nearly a decade.  

He emphasized the mutual commitment between the two entities in nurturing the brand’s growth within the Australian market. 

“As the CCEP organization realigns itself as a bottler for our brand partner, The Coca-Cola Company (TCCC), transitioning Rekorderlig cider to a distributor with similar ambitions in the cider category will empower ABRO to pursue its future growth aspirations for Rekorderlig in Australia,” stated Hoogewerff. 

The termination of the partnership with ABRO is part of a broader trend for CCEP, following the conclusion of its 16-year collaboration with Beam Suntory.  

This partnership dissolution resulted from the formation of Suntory Oceania, leading CCEP to withdraw from the sales and distribution of the Beam Suntory spirits portfolio and alcoholic Ready-to-Drink (RTD) beverages. 

Peter West, CCEP’s Regional Managing Director for Australia, Pacific, and Indonesia, affirmed the company’s continued interest in the alcohol sector, emphasizing the growth potential of alcoholic RTDs and their synergy with CCEP’s expertise. 

Looking ahead, CCEP and ABRO are committed to facilitating a seamless transition for the Rekorderlig Cider brand to an alternative distribution partner by July 1, 2024. 

CCEP acquires Coca-Cola Beverages Phillipines 

Meanwhile, CCEP has made significant strides in its expansion efforts, with the recent acquisition of Coca-Cola Beverages Philippines in collaboration with Aboitz Equity Ventures (AEV).  

This acquisition, valued at US$1.8 billion, further solidifies CCEP’s position as the world’s largest Coca-Cola bottler in terms of both revenue and volume. 

Damian Gammell, CEO of CCEP, underscored the strategic importance of this acquisition, stating, “With the addition of the Philippines, our reach and scale has increased again – with around €20 billion (US$21.79B) in revenue and 4-billion-unit cases sold each year.” 

 

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