Asahi Beverages has announced the acquisition of Australia-based adult soft drinks brand, StrangeLove.
Founded in 2013, StrangeLove produces a range of sparkling waters, low-calorie sodas and premium mixers. The company was first launched as the now former owners – James Bruce and Stafford Fox – wanted to develop a line of drinks “with a more sophisticated, adult flavour profile”.
Asahi CEO, Robert Iervasi, said: “It is clear Australians want more sophisticated and lower-sugar soft drinks, which has fuelled demand for StrangeLove’s amazing products in recent years”.
He continued: “We expect StrangeLove to really shake things up in the on-premise premium mixer and adult soft drink space with a high-quality, Australian-made brand. This deal will also strengthen our offer to retailers, which are dedicating more shelf space to premium non-alcohol beverages…We are absolutely thrilled to add StrangeLove to the Asahi Beverages family.”
Iervasi added that Asahi Beverages is committed to expanding its offering in Oceania and continues to invest significantly in jobs, new products and manufacturing.
StrangeLove co-founder, James Bruce, added: “It has been an incredible nine years on our own. However, this deal represents an amazing opportunity to speed up StrangeLove’s mission to revolutionise the adult soft drink market with more imaginative and high-quality beverages.”
“With their FMCG expertise and long-standing customer relationships in retail, hospitality and beyond, Asahi Beverages will help grow StrangeLove in a way we couldn’t on our own…The StrangeLove management team and I will remain in our roles at the business, and we’re excited and committed to its long-term growth.”
Terms of the transaction were not disclosed.
© FoodBev Media Ltd 2022
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