Spirits Producers Focus On Global Brands Through Asset Sales

US wine and spirits producer Beam Global has announced it is to sell three German drinks brands to local producer and distributor Henkell & Co, based in Wiesbaden, south-west Germany. Beam Global has said the move will allow it to focus its resources in Germany on growing its global premium brands such as Jim Beam, Maker's Mark Bourban and Sauza Tequila. The move is in line with our core view that multinational food and drink firms will focus on globalising their brands, which is likely to mean international operators increasingly chose to divest brands that only appeal in a single

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