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Effen Vodka sold for a third time

Effen, named after the Dutch word for smooth, is a super-premium brand produced in Holland with a patented distillation process. 

“Effen Vodka 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,” said Matt Shattock, president and CEO of Beam Global Spirits & Wine.
“Effen has built a strong following in select markets, and we believe our sales and marketing organizations can help expand distribution and build excitement for Effen in many more markets in the US and around the world.” 

With annual net sales of approximately US$10 million, Effen’s distribution is currently concentrated in Chicago, Southern California and major Florida markets. The product line includes Effen Vodka, Effen Black Cherry Vodka and limited edition Effen Raspberry Vodka. 
Beam has become the third owner of Effen just a few months. In March, Sazerac had acquired it and other spirit brands from Constellation Brands.
Old Taylor Bourbon label will be distilled by Sazerac subsidiary Buffalo Trace Distillery located in Frankfort, Kentucky, where the brand was created over a century ago.

"We are ecstatic about this transaction," said Mark Brown, president and CEO of Buffalo Trace Distillery. "Part of our family is returning and we are thrilled to welcome home a true bourbon whiskey pioneer."

Report by James Graham

June 09


1 June 2009 - Felicity Murray