The Coca-Cola Company announced its acquisition of Billson’s, the established Australian brand known for its ready-to-drink alcoholic beverages. This strategic move aims to expand Coca-Cola’s portfolio as it forays back...into the burgeoning alcoholic beverage market.
Billson’s has garnered attention for its innovative flavors, including Vodka with Tangle, Vodka with Grape Burst, and Vodka with Portello. Owners Nathan and Felicity Cowan expressed delight at the prospect of Coca-Cola revitalizing the brand after they faced voluntary administration earlier this year. "It’s truly an honour... to see a bright future for Billson’s," stated the Cowans, reflecting their optimism for the next chapter.
The voluntary administration came after the Cowans struggled to manage the remarkable growth since purchasing Billson's, originally founded way back in 1865. The husband-and-wife duo took over the historic brewery and expanded its product range, re-introducing new cordial flavors and beverages. Despite their success, system inefficiencies led them to seek help, and finally, the acquisition by Coca-Cola became the light at the end of the tunnel.
Coca-Cola’s Vice President of Marketing for ASEAN and South Pacific, Matthias Blume, commented enthusiastically about the acquisition, emphasizing the alignment with the company's vision to offer beverages for every occasion "while keeping the consumer at the centre of everything we do." He also acknowledged the responsibilities tied to alcohol marketing, ensuring adherence to Coca-Cola's Responsible Alcohol Marketing Policy.
Following the acquisition announcement, Nathan Cowan expressed confidence, saying, "We wholeheartedly believe the brand is in the best possible hands for it to thrive long intothe future." The Cowans are thrilled to be able to refocus their efforts on Billson’s cordial and non-alcoholic beverage lines, which will now operate under a new brand name to be determined by public vote.
This acquisition appears timely as Billson’s had previously been recognized as one of the fastest-growing liquor brands, with reported growth of 173% year-on-year. Despite the challenges, the Cowans now have the opportunity to solidify the company's future, allowing them to concentrate on their hospitality venue, the Beechworth brewery, and its historical cordial range.
Billson’s Brewery has become more than just a manufacturer—it features a tap room, beer garden, and speakeasy bar, all providing enriching experiences for visitors. Although the company had scaled back production considerably prior to the Cowans’ acquisition, the couple has since played pivotal roles in restoring the brewery's historical significance and reinventing its product offerings.
While plans are already set for Coca-Cola to take full ownership by January 31, 2025, the company has no intentions to expand Billson’s brand outside Australia. Rather, Coca-Cola sees value only within the Australian alcoholic beverage sector for this acquisition, fortifying its local market leadership.
The Cowans have initiated discussions about potential new brand names to replace Billson’s, honoring the founders who established the brewery's legacy. Suggestions like Isabella’s or George’s were brought forth as possible contenders. Nathan and Felicity thanked the community for the unwavering support during this turbulent time, and said, "Cheers to an exciting, flavour-filled future!"
Looking forward, both Coca-Cola and the Cowans share a vision—one focused on the rejuvenation of Billson’s and its beloved drinks, underpinned by strategic corporate responsibility initiatives within the alcoholic beverage sector. The excitement builds as they prepare for this new chapter and aim to facilitate innovative and delightful beverage options for Australians.
