Curatif partners with Amber Beverage Group

Curatif has secured a distribution agreement with Amber Beverage Group as it eyes international expansion.

Boosted by the tailwinds of an increase in ‘in-home-premise’ consumption, as well as a shift in on-premise towards faster, more convenient service, Curatif Managing Director Matt Sanger said the RTD category had seen significant growth in volume and revenue.

IWSR has predicted volumes across the top 10 markets will climb by 24% over the next five years, with Curatif’s reputation as the world’s best premix cocktail maker putting it in the hot seat.

“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,” said Sanger.

Launching in 2019, Curatif has become the global leader in the fastest growing segment of the alcoholic beverage market. Accolades include being named 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.

“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,” Sanger said.

Why Amber is adding Curatif to its portfolio

International aspirations call for international partners, which is why Curatif made the decision to partner with Amber Beverage, joining its global network of more than 1300 drink brands across almost 20 countries.

“We are thrilled to welcome Curatif to the Amber Beverage portfolio,” said Amber Beverage Head of Marketing Tanya Mah.

“Curatif cocktails are the drinks of the world’s best bars. We’re excited to deliver growth by expanding occasionality to take the on-premise into the home-premise with a range of world-class, convenient can cocktails that emulate the at-the-bar

“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% 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 provides Amber Beverage a competitive advantage to help meet consumer needs. The brand is 100% Australian, being made locally in Melbourne, and complements our existing portfolio of premium spirits perfectly.”

Celebrating the journey

Curatif will be wrapping up its three-year relationship with local distributor Craft Revolution in October 2023.

“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,” Sanger said.

“Building from there to become a 30,000-case business in a few short years is no mean feat.”

Craft Revolution CEO Campbell Speers 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.”

Curatif ready-to-serve can cocktails are available at major retailers and independent liquor stores nationally for an RRP of $52.00 (4 pack).

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