Now we know why they sold those boring California wines.
Brown-Forman Corp. executives just announced the purchase of Maximus, a Polish vodka, from Helsinki, Finland-based Altia Plc., a product that comes with the hottest consumer advertising campaign we’ve ever seen!
Terms of the transaction were not disclosed in a Brown-Forman news release posted on the MarketWatch website.
Executives at the Louisville-based beverages giant are saying the purchase of the vodka brand strengthens Brown-Forman’s position in Poland, which they call one of their, ah, hottest markets. (We bet!)
“While Maximus is a relatively small acquisition and investment for our company, it is important to our strategy for the Polish market,” said Paul Varga, Brown-Forman CEO, in the release. “We know the owners, the brand, and its primary market well, and we believe there is nice growth potential for Maximus going forward.”
We think it was Maximus’ smokin’ hot television spots, which include sex and nudity, that sealed the deal … ads unlikely to ever make it to the domestic market.
That said, Brown-Forman bought Finlandia Vodka brand from Altia in 2004 and, at the same time, became exclusive distributor of Maximus in Poland, according to the release. So they might as well own Maximus.
The Maximus vodka purchase comes only three months after Brown-Forman sold nearly all its wines to Santiago, Chile-based Concha y Toro for $238 million.
Good riddance, we say, and we wonder what those Maximus girls are doing tonight?