Vodka maker moves on US

By Kate McLaughlin

Friday 20th August 2004

More investment in the US market is part of 42 Below's growth strategy for this financial year, the company revealed at its first annual meeting on Wednesday.

It is in discussions to buy the American direct sales organisation Collinsville Securities, set up by one of 42 Below's founding shareholders, Shane McKillen.

The company also announced plans to expand a deal with Australia's Carlton & United Beverages, part of the Foster's Group, to sell and distribute its vodka and gin brands throughout Australia and New Zealand.

Margins were improving as sales built up and markets became profitable, chairman Grant Baker said. The company hoped to break even by the end of this financial year.

Events such as the 42 Below Cocktail World Cup at Coronet Peak and a pre-Oscars party get the company international media coverage in line with its marketing strategy to use word of mouth and "influence the influencers."

42 Below's website will play a greater part in its marketing strategy this year and chief executive Geoff Ross said viral emails would also be used to promote the brands.

Key accounts for the company include the Ritz and Raffles hotels and Air New Zealand's first and business classes.

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