Effen is the Dutch word for smooth and, according to Beam and Sazerac, Effen is a super-premium brand and has a patented distillation process.
Matt Shattock, president and chief executive officer of Beam Global Spirits & Wine, said: “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.
“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.”
With annual net sales of approximately $10 million, Effen’s distribution is currently concentrated in Chicago, Southern California and major Florida markets. The line includes Effen Vodka, black cherry vodka and limited edition raspberry vodka.
As part of the transaction for Effen, Beam Global has sold the Old Taylor whiskey brand and inventory to Sazerac. Other terms of the proposed transaction were not disclosed.
Beam Global Spirits & Wine is the premium spirits business of Fortune Brands.