Big ambition for Effen after Beam sale

The spirits giant has Beam Global has bought Effen from rival US drinks producer Sazerac for an undisclosed sum.

As part of the deal the Old Taylor whiskey brand has moved in the opposite direction.

Effen has annual net sales of just $10 million with distribution focused on Chicago, southern California and major markets in Florida.

Matt Shattock, chief executive officer of Beam Global Spirits & Wine, said: "Effen is an excellent fit with our brand portfolio and we're excited to put our sales and distribution muscle behind it to accelerate the brand's growth.

"Effen has built a strong following in select markets and we believe our sales and marketing organisations can help expand distribution and build excitement in many more markets in the US and around the world."

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