Lion buys minority stake in Vanguard Luxury Brands

Australia | Seems like Lion is making lots of small entrepreneurs rich. It was kind of logical that Lion would push further into the craft spirits category after its recent 50 percent purchase of Four Pillars gin.

On 4 April 2019, Australia’s number two brewer announced it had acquired a minority stake in the premium spirits distributor Vanguard Luxury Brands. No transaction details were disclosed.

Vanguard has been Four Pillars’ distributor since the distillery’s launch in 2013 and that is set to continue, with the pair recently inking a new long-term distribution agreement.

 As Four Pillars’ largest distributor, Vanguard solves Lion’s route to market challenge. To date, Lion has neither a spirits distribution capability nor a sales force.  

The question now is: who else will Lion acquire to put down the same “pipe”?