26 October 2004
42 Below and Foster’s Group NZ Sign Sales and Distribution Deal
42 BELOW Ltd (FTB), the New Zealand super-premium vodka and gin maker, and Foster’s Group New Zealand today announced a
sales and distribution deal that will see Foster’s Group NZ distribute 42 BELOW Vodka and SOUTH Gin throughout New
Zealand - increasing Foster’s Group NZ’s already impressive multi-beverage portfolio.
The sales and distribution deal comes on the back of a similar successful Australian and Pacific Duty Free channel
agreement signed in March this year between 42 BELOW and Foster’s Brewing International and another agreement with
Carlton & United Beverages in Australia who will distribute 42 Below product across Australia.
“42 BELOW is extremely happy to be working with Foster’s Group NZ. As a multi-beverage company distributing and
marketing beer, wines, spirits, cider and non-alcoholic products Foster’s Group NZ has developed first-class
distribution channels and trade relationships. This agreement allows 42 BELOW to tap into these and further increase our
penetration within the New Zealand market,” said Geoff Ross, 42 BELOW’s Chief Vodka Bloke.
Mr Ross added that it was in keeping with 42 BELOW’s distribution strategy to partner with a large distributor like
Foster’s Group NZ once the 42 BELOW and SOUTH brands had been established and traction, resulting in sufficient sales
figures, had been secured.
The deal will take effect from November 1, 2004 and will combine the super premium 42 BELOW Pure Vodka, 42 BELOW Feijoa
Vodka, 42 BELOW Passionfruit Vodka, 42 BELOW Manuka Honey Vodka and SOUTH Gin brands with Foster’s existing premium
portfolio which includes brands such as Crown Lager and the Matua and Wolf Blass wine ranges.
“Foster’s Group NZ strives to offer our customers, and the wider public, a premium selection of products across a number
of categories. The inclusion of 42 BELOW’s immensely popular products further strengthens our spirits portfolio and is
consistent with Foster’s Group’s international strategy, announced recently by new CEO Trevor O’Hoy, to become a global
powerhouse in the Asia-Pacific region,” said Andrew Bonner, Vice President for Foster’s Group NZ.