Date 2006
Subject Evaluation - Independent Liquor Group
Location Australia, New Zealand
Client CCMP
beer - china
liquor - acquisition - australia - new zealand
liquor - china
liquor - korea
beer - vietnam
liquor - china
licensing - china
Acquisition of Independent Liquor
Background & Challenges
CCMP Capital Asia appointed DDMA to assist in the evaluation of the Independent Liquor Group (ILG). This involved a complete brand audit and evaluation of ILG brands in the dark and white ready to drink (RTD) categories in Australia and New Zealand. It also involved evaluation of existing distribution strategies and systems in place.
Action
DDMA conducted a series of consumer and trade focus groups in Australia and New Zealand. These were supported by a multi market quantitative consumer study. In addition, detailed discussions were held with key distributors, competitors, retail groups and suppliers.
Result/Outcome
CCMP acquired Independent Liquor for US$900 million in December 2006.