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ATLANTA - The Coca-Cola Company has signed a definitive agreement with Diageo and Pernod Ricard to acquire the Seagram's Mixers business and with Pernod Ricard for a worldwide long-term license agreement that will add Seagram's brand of mixers, including Ginger Ale, Tonic, Club Soda and Seltzer, to the company's growing family of non-alcoholic beverages. Terms of the transaction were not disclosed.
Seagram's Mixers are available mainly in the United States and Mexico, where the company is seeking to enhance its product offerings in the mixer category. In the United States, Coca-Cola bottling partners currently distribute over 75 percent of Seagram's Mixers volume.
"The Coca-Cola Company is continuously expanding its family of beverages through internal innovation and by acquisitions that can be grown over time by leveraging our system's marketing and distribution capabilities," said Jeffrey T. Dunn, president and chief operating officer, Coca-Cola North America. "Seagram's is a natural fit and complements our existing brands in North America. We believe our bottling partners will benefit from the value proposition offered by these mixers as we further develop these brands in order to capture future opportunity and growth."
Coca-Cola said it will honor all existing bottling or distribution agreements for Seagram's Mixers.
Completion of the transaction is subject to regulatory approvals, where required.