The new distribution agreement with Amber Beverage Group, a multinational drinks distributor, will facilitate Curatif’s international ambitions, including its upcoming launch in the US.
Matt Sanger, Managing Director at Curatif, said there are exciting times ahead for the Australian company as its enters a new phase of growth in the global market.
“Periods of great change and innovation in an industry are always exciting, we love being a part of the RTD movement, and are acutely focused on the road ahead, which has some pretty exciting signs for the little company that cans,” he said.
Riding on the coattails of an increase in ‘in-home-premise’ consumption as well as a shift in on-premise consumption to faster, more convenient service, the RTD category has seen significant growth in volume and revenue. Drinks analysts at IWSR predict volumes across the top 10 markets will climb by 24 per cent over the next five years.
Curatif first launched in 2019 and has quickly become a leader in the fastest-growing segment in the alcoholic beverage market. They have been recognised with a slew of awards, including Global RTD Producer of the Year by the IWSC, Grand Master at the Spirits Business Global Spirits Masters Challenge, as well as winning both World’s Best Classic Cocktail and World’s Best Contemporary Cocktail at the World Drinks Awards.
Amber Beverages’ global network of over 1,300 drink brands across almost 20 countries will facilitate Curatif’s global ambitions, which they have been planning for some time.
“Thanks to the unwavering support of our shareholding community, we have been able to build out an entire end-to-end capability at our facility in Port Melbourne, which has given us the scope to focus on new opportunities and markets, including an upcoming launch in the US,” said Sanger.
Tanya Mah, Head of Marketing at Amber Beverage, said she’s thrilled to welcome Curatif to the Amber Beverage portfolio and to work with them to fulfil their growth potential in an expanding market.
“Ready-to-drink remains one of the fastest growing categories in Australian liquor. Data released by Roy Morgan earlier this year shows that 20.8 per cent of over-18’s now drink RTDs, a consumption rate that has nearly doubled since the start of Covid.
“Consumers are looking for the RTD equivalent to on-premise cocktails. They’re demanding the same, if not better when it comes to flavour and quality in a convenient and sustainable format. Curatif provide Amber Beverage a competative advantage to help meet consumer needs. The brand is 100 per cent Australian, being made locally in Melbourne, and complements our existing portfolio of premium spirits perfectly,” she said.
The new partnership will come into effect in October and will bring Curatif’s three-year relationship with local distributor Craft Revolution to a close.
“The team at Craft Revolution did a great job of supporting our growth through some challenging times – launching together at the start of the pandemic was inopportune, to say the least. Building from there to become a 30,000-case business in a few short years is no mean feat,” said Sanger.
Campbell Speers, CEO of Craft Revolution, said: “Curatif’s success would not have been possible without the extraordinary belief, passion, sales and marketing capabilities of every Craft Revolution employee. Winning numerous awards, Craft Revolution are extremely proud of the foundation we have built and wish Curatif and Amber Beverage every success.”
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