Friday, April 1 marks the day that Bacardi transitions out of its 13 year joint venture with Lion, becoming a standalone subsidiary of Bacardi, the largest, family owned spirits company in the world. The new business is Bacardi-Martini Australia.

At the helm is the same team looking after the same brands, and while Bacardi-Martini Australia fully intends on shaking things up from the outside, to the trade, not much changes other than the name.

Managing Director of Bacardi-Martini Australia Denis Brown said, “we would like to thank all the Lion team for their support over the past 13 years. It is time to go our own way, and we will continue to enjoy their beers when the moment presents.

“From the outside, not much changes other than our name – same brands, same people – however behind the scenes we are shaking things up in true cocktail style to ensure we develop a culture that is entrepreneurial, has a strong sense of team and adds value to our consumers and trade partners.”

As the transition rolls into gear, Brown said that the company’s focus would be on “strengthening our three core trademarks in Bacardi, Grey Goose and Bombay Sapphire by creating memorable experiences”.

So what can we expect from Bacardi-Martini Australia in 2016?

Brown told drinks bulletin, “As a small player it is vital that we focus on doing a few things well.”

Once again, celebrating bartender excellence across Australia in 2016, the Bacardi Legacy Global Cocktail Competition challenges bartenders to create an original cocktail that has the ability to stand up against the classics like the Daiquiri and Cuba Libre.

Following on from the 2015 success of La Boulangerie and Salon de Martini, Brown says we can expect to see further experiential offerings from Grey Goose this year. “For Grey Goose, the focus is on building our luxury credentials through extraordinary experiences and establishing the ultra-premium Grey Goose VX offering,” Brown said.

“For Bombay Sapphire, we are enhancing the highly successful ‘Project Botanicals’, amplifying our brand desire through digital. We are also establishing the super-premium Star of Bombay offering.”

Image: Denis Brown (far right) with other Bacardi-Martini Australia team members