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Diageo offloads Island Mixers

Captain Morgan owner Diageo has sold its alcohol-free Island Mixers brand to Philippine distribution firm The Keepers for an undisclosed sum.

Island Mixers
The Keepers is planning to expand the Island Mixers range beyond its lime variant

The Keepers, said to be the leading importer and distributor of spirits and wine in the Philippines, acquired the brand from Diageo Philippines through its Montosco subsidiary.

Island Mixers is a non-alcoholic cocktail mixer that can be combined with gin, vodka, Tequila, or rum.

The Keepers said it is considering expanding beyond the brand’s lime-flavoured variant into other flavours and categories.

The Keepers described the brand as a ‘fitting addition to its cocktail mixers line-up’.

The firm owns three major players in the Philippine alcohol distribution industry – Montosco, Meritus Prime Distributions, and Premier Wine and Spirits.

The group claims to be the largest distributor of imported spirits in the Philippines, according to its website.

In 2020, the company had a volume market share of 74%, and 66.9% based on retail sales value, according to IWSR Drinks Market Analysis data cited by The Keepers.

The Keepers distributes Diageo brands including blended Scotch Johnnie Walker, Ketel One vodka and Tanqueray Gin in the market.

The company also owns a 50% stake in Bodegas Williams & Humbert, the producer of Alfonso, the number-one imported brandy in the Philippines.

The move to sell Island Mixers came just weeks after Diageo agreed to acquire Philippine rum brand Don Papa for an initial €260 million (US$281.5m).

Last week, Diageo said it would continue to focus on acquiring premium spirits brands, while “disposing of less attractive parts of the portfolio”, according to the firm’s CEO.

Diageo recently reported an 18.4% net sales increase for the first half of fiscal 2023.

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