Denmark-based beverage company Royal Unibrew has expanded into the energy drinks category with the acquisition of MC Energy, the owner of the Crazy Tiger brand.
Royal Unibrew will acquire the French energy drinks company from three entrepreneurs at an enterprise value of around DKK 610 million (approximately €82 million).
The company initially announced that it had entered exclusive negotiations to acquire MC Energy on 1 July.
According to Royal Unibrew, Crazy Tiger holds around 10% volume share in the fast-growing energy drinks market, and it expects the brand to continue growing at a double-digit growth rate in the coming years.
The acquisition will see Royal Unibrew add a new category to its French business which is currently based on its Lorina lemonade brand, as it plans to grow its existing capabilities in the country. The Danish firm also sees strong growth opportunities for the category across other markets.
Lars Jensen, CEO of Royal Unibrew, said: “We are very pleased that we have secured the ownership of Crazy Tiger in France as we see significant growth opportunities in the energy drink category across geographies.
“The acquisition of an energy drink company with a solid market position in France supports our strategy and is the next step in developing our French business into a multi-niche business model.”
Under its ownership, Royal Unibrew intends to invest in Crazy Tiger, with plans to further product innovation, create a more premium brand and attract new consumers and occasions.
Last week, Royal Unibrew also entered into an agreement to acquire Solera Beverage Group – an importer and distributor of beverages across Norway, Sweden and Finland – for an enterprise value of DKK 770 million (approximately €103 million).
The deal will see Royal Unibrew gain access to international imported wine, beer and soft drinks, in addition to a strong Nordic platform.
© FoodBev Media Ltd 2021
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