Europe Energy Drinks News

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• January 2024: Celsius Holdings, an energy drink manufacturer based in Florida, United States, broadened its international reach with distribution deals in the United Kingdom. Celsius named Suntory Beverage & Food Great Britain as its exclusive sales and distribution partner to enter the Irish and UK markets. The energy drinks maker has identified Germany and other European countries as “big opportunities” for new markets as it increases its reach outside the United States.
• August 2023: FC Bayern Munich announced its partnership with Logan Paul and KSI’s popular beverage brand, PRIME. The PRIME’s flagship product, Hydration, a sports drink alternative, was the official isotonic partner for the club of 33-time German champions.
• March 2023: Boost launched a limited-edition flavored sports drink- Raspberry and Mango. The launch was to be supported by an exclusive competition in collaboration with Leeds United Football Club. The packaging used the same theme as other flavors in the range, with distinct shades of purple to highlight the flavor.

• May 2024: Nestlé announced plans to enhance its B2B and B2C operations in Brazil by investing BRL 1 billion (approximately USD 193.97 million) by 2026. The renowned coffee company aims to utilize this funding to implement advanced technology, such as roasting equipment, and enhance production line flexibility to introduce new products and flavors.
• February 2024: Nespresso Professional launched a Brazil Organic capsule, a new pure Arabica blend developed exclusively to complement the existing Origins Organic range. The new Brazilian capsule will join flavors from Peru, Congo, and Colombia as an addition to the collection. All four professional Origins Organic coffees are ‘Made with Care’ and sourced from carefully selected regions within their respective countries.
• January 2024: JDE Peet completed the acquisition of Maratá's coffee & tea business in Brazil. The acquisition complemented JDE Peet's’ existing portfolio of brands predominantly sold in the southern regions of Brazil and increased the company’s scale and national coverage in Brazil, a market that offers compelling prospects for both volume and value growth.

• February 2024: Aiya Matcha acquired a majority stake in OMGTea to bring matcha to the masses. This collaboration aimed to expand and build a more extensive presence in the United Kingdom.
• February 2024: Ippodo Tea launched Premium Select Matcha, a limited blend of high-class matcha. The product is ready to drink with an umami and sweet taste.
• December 2023: Matcha Direct, owned by Tsuji Riichi Honten Co., Ltd., launched Decaff Matcha in its online shop.

• March 2023: Constellation Brands, partnered with Tastemade, a modern media company, to launch a first-of-its-kind content studio that will create and distribute social and streaming content to drive consumer engagement globally for Constellation Brands Wine & Spirits.​
• November 2022: Pernod Ricard USA announced plans to invest USD 22 million in creating its first-ever ready-to-drink (RTD) canning line located at its Fort Smith plant in Arkansas, boosting its ability to bring RTDs to market swiftly.
• October 2022: Smirnoff Vodka partnered with Gorillaz, the Diago Plc brand, and released new cocktails along with a limited-edition bottle designed by band members for Gorillaz. The limited-edition bottle is a reimagining of Smirnoff's no. 21 classic vodka.​

• September 2023: UC Berkeley and PepsiCo renewed their partnership, confirming PepsiCo as the official beverage partner of the campus for the next decade. This extended collaboration with PepsiCo is anticipated to enhance the company's support for Berkeley's sustainability, equity, and health and wellness initiatives. Under the agreement and in alignment with PepsiCo's pep+ (PepsiCo Positive) business model, the company will provide energy-efficient beverage distribution and cooling equipment to Berkeley, along with financial support for campus sustainability priorities.
• October 2022: CENTR Brands Corporation expanded its portfolio of health and wellness products with the introduction of CENTR Enhanced, a non-CBD functional sparkling water.
• July 2022: Flow Beverage Corp. launched its Flow Vitamin-Infused Water line in three new organic flavors: Cherry, Citrus, and Elderberry, offering consumers a variety of healthy beverage options.

• September 2022: Garden of Life, a Nestle brand, launched two new probiotics for kids' growth and immune health in China. Both products come in the form of solid beverages. The products contain a higher number of live bacteria, probiotics, and vitamin C.
• June 2022: Danone launched the new drinkable yogurt Activa+. Activa+ is a multi-benefit drinkable yogurt made with active probiotic vitamins A, D, and zinc. The product is available in different flavors like raspberry, peach, and strawberry.
• May 2022: Nurture, a Fonterra Co-operative brand, launched its first brand of cultured milk in Singapore. Cultured milk is low-sugar, probiotic-rich, and vitamin A- and D-rich, which provides good health and immunity.

• February 2023: Diageo expanded its portfolio by launching a new product, the Cherry Drop Smirnoff variety, consisting of a unique flavor with 37.5% ABV.
• September 2022: BrownForman Corporation, one of the giant American-owned spirits and wine companies, announced its plans to distribute its brands in Slovakia from September 2023. This strategic move aims to foster the development of its portfolio, with a specific focus on the renowned Jack Daniel's Tennessee Whiskey and Finlandia Vodka brands.
• August 2022: Constellation Brands launched 'Fresca Mixed,' a new line of premium, pre-mixed cocktails in two varieties, namely Vodka Spritz and Tequila Paloma.

• November 2022: Dabur India Limited launched Dabur Vedic Tea, a premium black tea that contains 30+ ayurvedic herbs that provide health benefits and boosts immunity. The product contains herbs like Tulsi, Ginger, Cardamom, and others.
• November 2022: Tata Consumer Products expanded its green tea portfolio with the launch of Tetley Green Tea with tulsi flavor. Green tea improves immunity and is rich in vitamin C.
• July 2022: CVC Capital Partners Fund VIII completed the purchase of Ekaterra, the tea business owned by Unilever. A cash-free, debt-free sale of Ekaterra was agreed upon between Unilever and CVC in November 2021 for EUR 4.5 billion (USD 4.83 billion).

• October 2022: iPRO launched a range of sports drinks in Carrefour stores across the United Arab Emirates. The company claims that it contains 100% of the daily recommended vitamin C intake, along with added B vitamins.
• February 2022: PepsiCo launched its new hemp-based energy drink lineup in the Middle East named "Rockstar Energy." It comes in three different flavors and contains less caffeine than other Rockstar products. Each 12-ounce can of Rockstar Energy contains 80 mg of caffeine in it.
• March 2021: Perrier launched its first-ever carbonated energy beverages with Perrier Energize in Saudi Arabia. It is made of coffee and yerba mate extracts, is organic certified, low-calorie, and does not contain artificial sweeteners. It comes in three different flavors pomegranate, grapefruit, and tangerine.

• March 2023: Pernod Ricard announced its plans to acquire a majority stake in Skrewball, a super-premium, and fast-growing flavored whiskey. Screwball is claimed to be the first company to launch peanut butter-flavored whiskey that offers a smooth, nutty taste. The partnership offers Pernod Ricard the potential to expand on its long-standing consumer-centric and premiumization strategy while also adding a complimentary brand to its extensive portfolio of iconic wine and alcohol brands.
• March 2023: Bacardi Caribbean Spiced Rum, a spiced-aged product, was launched by Bacardi. The drink is crafted by combining a base of aged rum with a blend of spices, pineapple, coconut water, and coconut blossoms.
• July 2022: Chivas Brothers invested USD 103.53 million into their strategic single malt distilleries. This investment will go into upgrading sustainable distillation technologies at the Speyside distilleries, along with significant production capacity expansions to meet the growing global demand for Scotch.
• January 2022: Bacardi announced the launch of a new non-alcoholic spirit brand, Palette, created in collaboration with Amsterdam-based bartenders and designed with cocktails.