V&S Absolut Spirits lists Cruzan Rum in its US sales portfolio – 07/07/06

V&S Group’s acquisition of Cruzan International provides a larger distribution of Cruzan Rum in the USSWEDEN. V&S Absolut Spirits has added Cruzan Rum into the Future Brands LLC sales portfolio following V&S Group’s acquisition of the brand earlier this year.

Future Brands LLC is a sales and distribution company for the US market jointly owned by V&S Absolut Spirits’ American subsidiary, The Absolut Spirits Company, and Beam Global Spirits and Wine.

V&S Group, the parent company of V&S Absolut Spirits, acquired two-thirds of the shares in Cruzan International in June 2005. The acquisition was completed in March 2006 when the group gained control of all shares in the company.

Cruzan International has since been integrated into V&S Absolut Spirits, the business arm of the V&S Group.

V&S Absolut Spirits is now responsible for production and marketing of the international product portfolio, including Absolut Vodka.

The Absolut Spirits Company assumes importing and marketing duties for the brand.

Ketil Eriksen, President of V&S Absolut Spirits, said the acquisition provides a larger distribution of the brand in the US.

“Taking over distribution of Cruzan Rum on the important American market gives Future Brands LLC an even stronger product portfolio, something that all the brands in the portfolio will benefit from,” he said.

V&S Absolut Spirits is studying the possibility of introducing Cruzan Rum outside the US, with the possibility of launches into new markets as early as next year.

Cruzan Rum originated on the Caribbean island of St Croix, where both light and dark rum have been produced since 1760.

Future Brands LLC is also taking over sales and distribution of V&S Absolut Spirits’ standard vodka, Frïs Vodka, from Shaw-Ross International Importers.

Frïs Vodka is produced in Denmark by V&S Absolut Spirits and is available only in the US.

About Cruzan International: The Cruzan Rum Distllery was founded in 1760 on the island of St Croix, now part of the US Virgin Islands. Cruzan International’s portfolio of rums comprises the Single Barrel Rum, eight flavours of the Tropical Flavored Rum, Rum Cream and Black Strap Rum.

About Future Brands LLC: The sales and distribution company owned by The Absolut Spirits Company and Beam Global Spirits and Wine is already distributing Absolut Vodka, Level Vodka and Plymouth Gin in the US. It also carries a number of well-known spirits from Beam Global’s portfolio.


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