Heineken UK has made its first investment into the energy drinks market, buying a minority stake in challenger brand Tenzing for an undisclosed sum.
Following the deal, Tenzing will continue to operate independently from Heineken with both businesses “able to gain valuable insights from each other”, according to the natural energy drinks brand.
Meanwhile, Heineken will offer Tenzing some limited distribution through its network into the convenience channel.
Tenzing was founded in 2016 by Huib van Bockel, inspired by the naturally energising teas he sampled during a trek through Nepal.
Today, the brand has widespread distribution, having secured listings in the traditional big four supermarkets, Waitrose and Co-op for its range of 330ml carbonated drinks.
“To take on the energy giants, we looked for a partner who could help us scale while staying true to who we are,” said Tenzing CEO Huib van Bockel.
“We had interest from several global players but chose Heineken because they share what matters most: a belief in craft, natural ingredients, and building brands around community.”
Heineken UK MD Boudewijn Haarsma said: “This is an incredibly exciting step for us.
“Next to developing and stretching the beer and cider categories, which remain core to us, we are keen to selectively invest in growth markets beyond these.
“We’re proud to partner with a certified B Corp company, one that has strong values, a clear vision for the category and is totally committed to a product that is better for the consumer.
“It is Heineken UK’s first investment into the rapidly growing energy drinks market, and we look forward to sharing valuable lessons and insights, as we help grow the Tenzing brand together.”
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