Molson Coors Buys Fever-Tree Stake 🍸

Author

CPG WIRE
February 01, 2025

GM and Happy Saturday, folks. Here’s what we’re covering this morning:

  • J.M. Smucker divests again 🧁

  • Emperador buys mezcal producer 💰

  • Partake Brewing raises $3M 🍻

  • Chamberlain Coffee opens cafe ☕️

  • Arrae launches at GNC 💊

Deals 💰

Mergers & Acquisitions 

  • Molson Coors acquired an 8.5% stake in Fever-Tree for $88M. The premium mixers brand was founded in London in 2004. In 2023, Fever-Tree generated revenue of £364M and adjusted EBITDA of £30.5M. Moving forward, Molson Coors will be responsible for Fever-Tree production, sales, marketing, and distribution in the U.S. Reuters

  • J.M. Smucker is selling its Cloverhill and Big Texas brands for $40M in an all-cash deal. The buyer is JTM Foods. The transaction includes trademarks, licenses, and a manufacturing facility in Chicago. J.M. Smucker has divested a number of brands lately in order to focus on Uncrustables and Hostess. Late last year, they sold Voortman for $305M. PR Newswire

  • Emperador Inc., a Philippines-based producer of whisky and brandy, has acquired a 60% stake in Destileria Los Danzantes, a mezcal producer and brand owner. Destileria Los Danzantes owns Alipus Mezcal which is a top seller in the category. Just Drinks

  • Luxury giant Kering and Simon Property Group officially divested The Mall Luxury Outlets which operates two luxury retail centers in Italy. For Kering, the divestment of this non-core asset will generate net proceeds of approximately €350M. PR Newswire

  • Estée Lauder is reportedly reviewing its portfolio of brands and looking to sell underperforming or lower margin brands. Their share price has been on the decline since 2022. The Industry

Fundraising

  • According to PitchBook, Gutzy Organic secured $4M in fresh equity funding from undisclosed investors. The New York-based company was founded in 2016 and sells prebiotic snacks in squeeze pouches. PitchBook

  • Canada’s Partake Brewing raised $3M in equity funding from undisclosed investors. The non-alc brewer was founded in 2017 and has built up a solid distribution presence in Canada and the U.S. PitchBook

  • Deconstruct, a science-backed skincare brand from India, raised over $7M in funding from L’Oreal, V3 Ventures, DSG Consumer Partners, and a handful of others. Entrepreneur India

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Verdoie, a new mushroom-powered skincare brand from France, officially launched with two SKUs. The company was founded by Sonia Gaillis-Delepine, an entrepreneur and a former Senior Manager at Firmenich. Verdoie’s debut range includes a moisturizer and a skin-barrier supporting supplement. The packaging is elegant and understated. Wallpaper

  • Vacation unveiled their newest product — Vacation Classic Whip Glow SPF 30 — which features a dessert-inspired fragrance. It’s a beauty. Instagram

  • Jil Sander collaborated with Coty on its debut fragrance range. The unisex fragrance collection includes six scents. Hypebeast

Food, Beverage, and Alcohol

  • Chamberlain Coffee opened their first-ever cafe at Westfield Century City in Los Angeles. The space is pretty stunning. Curious if this is a one-off or if retail will become a strategic priority for Chamberlain Coffee. LinkedIn

  • Haven’s Kitchen, a New York-based purveyor of better-for-you condiments, is sadly shutting down. I’ve only ever heard good things about the team and their products. Bummer. Modern Retail

  • Future star quarterback Arch Manning signed a $6.6M NIL deal with Red Bull. Red Bull isn’t big on NIL deals so they must be particularly bullish on Arch Manning. Pro Football Network

  • Squish Energy is selling pre-workout supplements in jello shot format. It sounds crazy but I find it weirdly compelling. Each shot contains 150mg of caffeine, 100mg of L-Theanine, and 1.6g of beta-alanine. Stack3d

  • Non-alc apéritif brand Ghia collaborated with Alice Mushrooms on a functional hazelnut spread. Gorgeous. 100% of the profits go to families impacted by the LA fires. Ghia

  • Firestone Walker is looking to make radlers cool again with their Mind Haze Turbo Radler range. The 8% ABV beverage comes in three flavors: Watermelon Rage, Lemonade Rage, and Grapefruit Rage. Firestone Walker

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Data 🖥️

  • Puig delivered net revenue of €4.79B in 2024, up 10.9% year-over-year. The company also posted positive growth in EMEA, The Americas, and APAC. Premium Beauty News

  • Electrolit continues to grow at an impressive pace. For the four weeks through January 11th, volume jumped 27.6%. Electrolit is also bringing a $400M manufacturing facility in Waco, TX online next year. Twitter

Distribution News 🚚

  • Skincare brand Bubble is launching storewide at Target.

  • Women’s wellness brand Arrae launched nationwide at GNC.

  • CVT Soft Serve launched at select Albertsons stores.

  • Rhode is apparently gearing up to launch at Sephora.