Industry Issues
Primo Brands successfully completes merger
Primo Brands Corp. announced the successful completion of the merger of Primo Water Corp. and an affiliate of BlueTriton Brands Inc. The merger created Primo Brands, a leading branded beverage company in North America focusing on healthy hydration.
“I am honored to lead our combined company and our team of world-class associates,” said Robbert Rietbroek, CEO of Primo Brands, in a statement. “Together, we are forming a differentiated leader in branded beverages. With a highly competitive portfolio of brands, a variety of formats and offerings across price points, and a vertically integrated, coast-to-coast manufacturing and distribution network across North America, we believe Primo Brands is strategically positioned to accelerate growth, deliver superior products and services for our customers and consumers, and be a best-in-class U.S. beverage company.
“Primo Brands has an iconic brand portfolio, including billion-dollar, widely recognized brands such as Poland Spring and Pure Life, high-growth, premium brands like Saratoga and Mountain Valley, and other valuable brands with significant growth potential,” Rietbroek continued. “Our goal is to drive sustainable, long-term shareholder value creation as we capture transformative operational efficiencies, achieve our synergy goals and deliver strong financial results. I want to thank our talented teams for their dedication and hard work in building our strong momentum.”
Dean Metropoulos, non-executive chairman of the Board of Directors of Primo Brands, expressed that the company is positioned to be a leader in the healthy hydration category, “thanks to the strength of its iconic, sustainability-sourced brands, its robust operations and extensive North American network.”
Rietbroek will serve as CEO, as previously announced, while David Hass will serve as chief financial officer. Robert Austin will serve as Primo Brands’ chief operating officer. The Board of Directors will be made up of 14 directors, including Rietbroek and Metropoulos. Primo Brands will maintain dual headquarters in Tampa, Fla., and Stamford, Conn.
Celsius Holdings acquires Big Beverages Contract Manufacturing
Boca Raton, Fla.-based Celsius Holdings Inc. announced that it acquired Big Beverages Contract Manufacturing LLC for $75 million. The transaction closed on Nov. 1, providing Celsius with a 170,000-square-foot, modern manufacturing and warehouse facility that is expected to offer greater supply chain control, quicker innovation cycles and greater production flexibility.
Big Beverages, Charlotte, N.C., is a longtime Celsius co-packer. The facility will continue to be principally dedicated to the manufacture of Celsius products, it notes. The Big Beverages management team and workforce are expected to remain with the operation.
“We believe that this acquisition gives Celsius fantastic leverage to accelerate our product innovation and production capabilities so we can continue growing the energy drink category with our great tasting, functional and better-for-you (BFY) performance energy drinks,” said John Fieldly, chairman and CEO of Celsius, in a statement. “The experienced team and modern facilities at Big Beverages are best-in-class, and we’re proud to continue working with these dedicated men and women to inspire even more consumers to live fit.
“Vertical integration is a capital efficient growth lever that supports our vision to become the nation’s leading energy drink brand and unlocks shareholder value potential through better margin and profit structure,” Fieldly continued.
The Beer Institute named Caitlin Harder as director of public affairs. Previously, Harder served as director of public affairs at CLYDE. She brings more than a decade of experience in advocacy and communications. “I am thrilled to join the Beer Institute and promote an industry that brings people together and contributes so much to our economy,” Harder said in a statement. “I look forward to applying my experience in strategic communications and public affairs to advance the mission of our members and partners while amplifying the stories that shape our industry across the nation.” Harder’s background in strategic communications and public affairs is extensive, and it includes time on Capitol Hill at non-profits. “Team Beer is delighted to welcome Caitlin as our new director of public affairs,” said Brian Crawford, president and CEO of the Beer Institute, in a statement. “Caitlin’s depth of experience, from her work on Capitol Hill to her successes at CLYDE, will bring fresh insights and a new perspective to our efforts. Her passion for connecting people through beer, combined with her expertise in engaging diverse audiences, will be invaluable to our industry as we continue to tell the story of America’s favorite alcohol beverage and the nearly 2.4 million Americans who brew, ship and sell beer.”
Boisset Collection recently acquired Le Grand Courtâge French Sparkling Wine, an accessible French luxury brand that unites the best of French tradition with the American spirts. A Blanc de Blancs Brut and Brut Rosé sourced from the best regions of France and produced at Boisset’s leading sparkling winery, Le Grand Courtâge sold more than 50,000 cases in the United States alone, the company notes. “The founding vision of Le Grand Courtâge has always been to cultivate community and connection and to bring people together through food and wine, and the effervescence of bubbles as they signify celebration,” said Jean-Charles Boisset, proprietor of the Boisset Collection, in a statement. “This has long been Boisset’s vision as well, where we believe wine unites us. Our passion is bringing people together thanks to wine, and we are thrilled to embrace that same spirit in Le Grand Courtâge.” Le Grand Courtâge was founded by an American woman, Tawnya Falkner, who moved to Burgundy, France to create sparkling wines intended to elevate the everyday and remind people to live joyously and celebrate life’s simple pleasures. The brand achieved success in the U.S. market through its aspirational story, traditional French elegance, celebratory marketing and female-led marketing.
Echo Water announced new distribution agreements with major U.S. retailers, including Walmart, Scheels, Swell Score, Erewhon and Healf. The agreements further advance Echo’s mission to deliver innovative wellness solutions to health-conscious consumers nationwide, as well as further positioning the company at the forefront of the growing hydrogen water market. The hydrogen-infused products have been endorsed by numerous athletes and wellness advocates. Their support highlights the brand’s growing appeal to hydrogen and wellness, it says. “These partnerships are a game changer for Echo,” said Josh Carr, CEO of Echo Water, in a statement. “Aligning with these world-class brands is helping to bring the power of hydrogen water therapy to millions of households. We’ve worked hard to create a product that not only exceeds customer expectations, but now we have the platform to deliver that on a national scale. This move is a testament to the growing demand for evidence-based wellness solutions that contribute to long-term health.” Echo’s products are set to roll out in select U.S. stores starting in early 2025.
Asset-based lending company JPalmer Collective (JPC) announced a line of credit to Peace Coffee, a female-founded company dedicated to delivering exceptional, sustainably sourced coffee while fostering positive social and environmental impact. “Peace Coffee aligns with JPC’s focus on empowering women entrepreneurs in sustainable industries, and the brand’s commitment to meaningful growth resonates with our vision,” said Jennifer Palmer, founder and CEO of JPC, in a statement. “We are excited to be part of their journey as they continue to gain market share. Peace Coffee has a strong past and a bright feature.” The coffee brand was founded with a commitment to both quality and ethics, partnering directly with coffee farmers to ensure Fair Trade practices and community engagement, aiming to create a better coffee experience for all involved, it notes. “The JPC team has been great to work with; it has felt like a strong and positive collaboration from the start,” said Lee Wallace, CEO of Peace Coffee, in a statement. “They are available to talk whenever we have questions, and they take the time to understand our business. We are excited to partner with such a mission-aligned company. Their focus on women-led companies with a sustainability mission really hits the bullseye company’s ethos.”
Wine and spirits supplier Palm Bay International (PBI) appointed Mark Federighi to the role of chief sales officer, effective Nov. 1. His appointment aligns with PBI’s ongoing strategy as they embark on an aggressive five-year growth plan. This announcement follows PBI’s new strategic partnership with Republic National Distributing Co. (RNDC), which aligned the two across more than 31 states. In this new role, Federighi will oversee Palm Bay’s newly restructured wholesaler network across North America and also manage the internal sales teams. He will collaborate closely with the brand excellence, finance and operations team to strengthen Palm Bay’s execution capabilities and drive operational efficiency. Federighi has a career that spans more than two decades, having served as president of the Stoli Group. At the Stoli Group, he “successfully transformed relationships with key wholesalers and partners,” the company notes. Federighi also worked as chief sales officer at O’Neill Vintners and Distillers, where he was instrumental in expanding the company’s commercial operations, achieving a tenfold increase in topline revenue over seven years, it says. Additionally, Federighi’s leadership was crucial in building a robust national wholesaler network and establishing strategic partnerships with leading wholesalers across the United States.
Zevia, the zero sugar, naturally sweetened, better-for-you (BFY) soda is expanding its Walmart distribution from more than 800 stores to now being available nationally in more than 4,300 locations. This increase is more than five-times the current store distribution, the company notes. The brand says it has seen substantial growth in existing Walmart stores the past two years, especially as the “better-for-you” soda category continues to expand. “Our exciting expansion with Walmart is built around a multi-year insights-based effort to provide a better understanding and thus, a clearer definition of the better-for-you soda category — past, present and future,” said Amy Taylor, Zevia president and CEO, in a statement. “We love Walmart’s decision to call the in-store set ‘Modern Soda,’ and the strength of the brands featured combined with a sea-change in consumer behavior in favor of better-for-you beverage make this a very exciting space. Zevia’s product offering and attractive price point fits well with Walmart’s commitment to making healthier food more accessible and affordable, which is well served by this increased brand and category distribution into Walmart retails locations across the United States.”