Five years ago, Conaxess Trade Beverages took over the business of Bacardi Martini in the Danish market, including the right to distribute and promote the brands owned by Bacardi Martini. Back then, it was a strategic decision to outsource part the company to Conaxess Trade Beverages. Both companies now take the next step in the partnership:
“We are very proud of extending our contract with Bacardi Martini. To us, that is a great acknowledgement of the results, which we have created for both the brand owner and for our business. The last five years, Bacardi Martini has played a very important role in our growth and positioning in the market. It is a great pleasure to sign the contract for the years to come. We are looking forward to this new chapter.”
– Jan Rose, Managing Director at Conaxess Trade Beverages.
Conaxess Trade Beverages has established a position as the largest distributor of spirits, Champagne and Ready to Drink for Retail and On Trade (bars etc.). Additionally, the company has delivered a growth in volume which exceeds the market in general. Bacardi Martini’s range of brands creates a solid foundation for working across categories – the collaboration includes, among others, Bacardi Rum, Bombay Sapphire gin, Grey Goose vodka, Patron Tequila, Martini Vermouth & Sparkling, Noilly Prat and St. Germain as Aperitivo and Breezer within the Ready to Drink category.
Outsourcing as a win-win solution
The strategic partnership between Conaxess Trade Beverages and Bacardi Martini has been a success for both parties. A similar example is the new collaboration with Altia. In May this year, Altia transferred its Denmark domestic and parts of border business to Conaxess Trade Beverages. Key brands such as O.P. Anderson, Brøndums, 1-Enkelt, Renault and Blossa became a part of Conaxess Trade Beverages’ portfolio.
“We closely observe the challenges which the brand owners face, and how we can meet their needs. Brands are under pressure to improve efficiencies, costs and ways of working. The game has completely changed during the last decade. In some cases, outsourcing can be a solution to release internal resources, save cost and increase profit,” says Uwe Thellmann, Group CEO at Conaxess Trade.
He expects this development to continue due to the increased competition and tough market conditions.
Thank you for a great year
Bacardi Martini and Altia’s brand are a great part of Conaxess Trade Beverages’ portfolio. They are, however, in great company with other well-known brands and product such as Fernet Branca bitter, Piper-Heidsieck Champagne, Stolichnaya vodka, Underberg bitter, Cherry Heering likør, Amarula liquor, and a wide range of whiskey brands.
“We are looking forward to an exiting year of 2020. Next year, we will continue our development with our brands and customers. 2019 is not over, before the Piper- Heidsieck champagne pops at midnight on the 31st of December. This year has been eventful, and we would like to say thank you to all customers, brand partners and all other business partners – last but not least, to all employees who have been dedicated and committed the whole year,” says Jan Rose. Beverages – For Every Occasion!
