The HEINEKEN Company acquires stake in hard seltzer brand Stëlz in Netherlands
Honestly a bit surprising considering how much shares hard seltzers have been able to capture in Europe over the last years, including when pushed by large players (cf. Coca-Cola experience with Topo Chico) but likely a good inexpensive way for HNV to complement their portfolio & test further the water at a time beer volume in Europe (but not only) remains under pressure
In the details:
Hard seltzer brand Stëlz was founded by Milan Voet and Glenn Cornelisse in 2020. The brand’s flagship range consists of 4.5% abv hard seltzers but the business also produces canned cocktails at the same strength
Stëlz said hard-seltzer consumption in the Netherlands was growing and that it expects the drinks to account for 18% of RTD sales in 2028, up from 13% last year.
Other shareholders in Stëlz include the music company ID&T – with which Stëlz has an exclusive supplier deal for festivals – and event planning service This Is Live.
Maarten Schuurman, the MD for Heineken's business in the Netherlands, said: “It is admirable how Stëlz has secured a unique position with their hard seltzer in a short time. On one hand, it's about the product, but it’s especially about how Stëlz markets it in their own distinctive way: direct and straightforward, with a keen sense of the current zeitgeist and the moments when you enjoy a hard seltzer.”
Last year, Heineken acquired a minority stake in Served, the UK ready-to-drink brand co-founded by pop star Ellie Goulding. Served sells a namesake range of hard seltzers aimed at consumers seeking “a modern, health-conscious, social lifestyle”.
Interesting to see how this will unfold in the coming quarters/ years
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𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿, 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗙𝗼𝗿 𝗚𝗿𝗼𝘄𝘁𝗵 - https://lnkd.in/ea4gy65y
#fmcg #cpg #beer #hardseltzer
Carlsberg Group AB InBev Molson Coors Beverage Company PepsiCo The Coca-Cola Company Coca-Cola Europacific Partners Diageo Pernod Ricard
https://lnkd.in/epKcU6Xv
Exciting times!