Top 40 promotional products distributor InnerWorkings (asi/168860) has announced an acquisition that it says will open the door to providing branded merchandise and point-of-sale collateral for household name adult beverage brands MillerCoors and Mike’s Hard Lemonade.

Chicago-based InnerWorkings said Monday that it has acquired Madden Communications’ marketing execution business. Financial terms of the deal, which closed Aug. 1, were not revealed.

Rich Stoddart, CEO, InnerWorkings

In business for some 60 years, Wood Dale, IL-based Madden Communications specializes in providing creative services, custom sourcing, branded merchandise, value-added-packaging, point-of-sale items and more. Madden has a particularly strong presence in the adult beverage business – a key reason InnerWorkings made the acquisition, as doing so expands the Top 40 firm’s reach in the beer, wine and spirits vertical.

“This transaction offers a unique opportunity to leverage what each company does best to drive more value together,” said InnerWorkings CEO Rich Stoddart. “InnerWorkings’ global platform and unmatched position in the beer, wine, and spirits marketing supply chain will be transformative for Madden’s longstanding clients in this vertical. Madden’s capabilities in logistics and creative services add scale, technology, and expertise to these growing areas of the InnerWorkings solution.”

Sean Madden, president of Madden Communications, is excited about what the future holds.

“InnerWorkings has the right platform and the necessary scale to support our clients in driving excellence in their marketing organizations,” Madden said. “This transaction is a fantastic outcome for Madden’s employees and clients.”

With estimated 2018 North American promotional product revenue of $144.9 million, InnerWorkings ranked 15^th on Counselor’s latest list of the largest distributors in the industry.