Label vs Brand

Labels are likely to be erased from the market place from COVID-19.

Brands are coming out stronger than before.

Point in case are the recent numbers from LVMH (Reuters).

Pepsico sells Tropicana

Pepsico wants to sell the majority of its juice business, including premium brand Tropicana.

Juices have been loosing what the industry calls “share of throat”. Coke became the no. 1 breakfast beverage a while ago, and energy drinks have been a source of sugar all day.

Along with smoothies, coconut water, soy drinks, and recently oat drinks, the premium non-alcoholic beverage category is very competitive.

Tropicana, like Hitchcock a chilled juice not from concentrate, is facing tough competition.

The buyer is PAI Partners, the private equity company formerly of Paribas. For PAI Partners the purchase is a bolt on, it owns Refresco. Refresco calls itself the largest independent bottler, and purchased itself various German brands recently.

Pepsico will retain 39% of the business it sells.


Diageos buy next celebrity spirits brand

As reported here, Diageo bought Aviation Gin along with other spirits.

Ryan Reynolds, actor from Deadpool, owns part of Aviation American Gin and will continue to hold shares.

The purchase includes Astral Tequila and TYKU Sake.

The price is US$335 million plus a potential earn out up to US$275 million.

Previously Diageo acquired Casamigos, partially owned by George Clooney.

PepsiCo mit mehr Energy

Laut Reuters, übernimmt Pepsico, bekannt für Pepsi und Dutzende weitere nicht alkoholische Getränkemarken, Rockstar Energy Drink.

Der Platzhirsch, Coca Cola, besitzt Monster Energy Drink, hatte mal in den 2000ern Burn Energy Drink, und brachte nun jüngst unter Coca Cola Energy Drinks auf den Markt.

Gegründet wurde die Kategorie von Red Bull, die Nr. 3. im Getränkemarkt. Neben Varietäten und saisonalen Geschmacks-Experimenten brachte Red Bull zuletzt auch Bitter Lemon, Ginger Ale und Tonic Wasser auf den Markt.


PepsiCo gets more Energy

According to Reuters, Pepsico, known for Pepsi and dozens of other non-alcoholic beverage brands, is acquiring Rockstar energy drink.

The rival, Coca Cola, owns Monster energy drink, tried its own label Burn in the 2000s, and launched energy drinks under the Coca Cola label recently.

The energy drinks market was created by the #3 in beverages, Red Bull. Besides offering varieties and seasonal products, Red Bull entered the bitter lemon, ginger ale, tonic water businesses recently.


Starbucks license

As reported in various media, Starbucks signed a license with Nestle for its off-trade / retail business generating US§ 1.8 bn in sales.

Nestle will pay $7.1bn for the rights to sell Starbucks.

The license only applies to Starbucks’ packaged products and doesn’t include ready-to-drink coffee, tea or juices.

Starbucks will receive the cash payment plus revenue from product sales and royalties.

Bacardi acquires Patron Spirits International AG

Bacardi Ltd., owner of famous brands like Barcadi, Dewars, Martini, Bombay Sapphire, Grey Goose, and Molinari, acquires the owner of Patron Tequila.

The deal is valuing the company at US$5.1 billion.

Diageo Plc paid $1 billion to acquire George Clooney’s startup Casamigos in 2017. And Pernod Ricard SA acquired the Del Maguey brand in June.

While Becle SAB, producer of Jose Cuervo tequila, raised US$790 million in an initial public offering a year ago.

JAB acquires Dr. Pepper Snapple

Via Keurig Green Mountain Inc. JAB Holding will buy Dr Pepper Snapple Group Inc.

The transaction is valued at US$21+ billion.

Among the brands changing hands are Dr. Pepper, Snapple , 7UP, Sunkist, Orangina, and Schweppes.

Keurig Green Mountain was taken private by a JAB-led investor group, including Mondelez, for about US$13.9 billion in 2016.

It created a global coffee company owning brands like Peet’s Coffee & Tea, Inc. with the Godiva license, Jacobs, Kaffee Hag, Maxwell House, Tassimo, Onko, Carte Noire, Tassimo, Douwe Egberts, L’Or, and Senseo.