Andrew Dickow’s Post

Word, what an interesting deal! 💥 Great expansion into the energy drinks sector which has been seeing strong growth over the years. I've been waiting to see big CPG's continued expansion into this sector as this isn't new for them: "Keurig Dr Pepper acquired a 30% stake in Nutrabolt, the maker of C4 Energy, for $863 million. In 2022, PepsiCo paid $550 million for an 8.5% stake in energy-drink maker Celsius Holdings" - as per the article. Energy has been huge, a ton of places like Starbucks, Panera (... they won't be selling their energy lemonade anymore, iykyk) and etc. have started selling 'energy' type drinks. So, the entire industry seems to be leaning in. Anyway, Ghost has that interesting gym go-er, gamer and energy drink enjoyer overlap - more so than most brands on market imo. I think their consumers lean younger than most brands in the market. https://lnkd.in/gxCtKbmu

📈 Keurig Dr Pepper Inc. Bets Big on Energy Drinks! With a $990M investment, Keurig Dr Pepper (KDP) is set to acquire a 60% stake in #Ghost, an emerging energy drink brand known for appealing to fitness and lifestyle markets. This move is part of KDP’s strategy to diversify within the fast-growing energy category and expand its U.S. refreshment beverages segment. 🚀💥 By 2028, KDP plans to fully acquire Ghost, following a recent trend where beverage giants expand their energy drink portfolios to meet demand from younger consumers. 🌱 The partnership will also see KDP investing $250M to bring Ghost distribution in-house, marking another significant step in broadening its reach within the U.S. market. Read More: https://lnkd.in/gzfP6N8q #KeurigDrPepper #GhostEnergy #EnergyDrinks #BeverageIndustry #Innovation #FitnessMarket #ConsumerTrends

🚨 ✨️ Energy Drinks news....Keurig Dr Pepper will expand its energy drink business by acquiring the brand Ghost for more than $1 billion. The range of Ghost’s energy drink flavors, in partnership with sweet brands like Sour Patch Kids and Oreo, sets Keurig up to appeal to a younger audience. Keurig CEO Tim Cofer said in an earnings call this Thursday that the brand appeals to “Genzennials.” “These beverages satisfy a near-universal consumer need for energy and alertness, which is increasingly relevant in a world with significant demands on our time and attention,” Cofer said. Ghost’s net sales have quadrupled over the past three years, Keurig said in its statement. This is the biggest deal Keurig has signed off since acquiring Dr Pepper Snapple Group in 2018 for nearly $19 billion in cash, according to the Wall Street Journal. The move also aligns with Keurig’s expansion into energy, sports and ready-to-drink brands. The company first acquired a stake in C4 Energy in 2022 before partnering with Black Rifle Coffee Company this year to distribute its energy drinks. Keurig Dr Pepper Inc. (KDP) will acquire Ghost in two stages, paying $990 million in cash for 60% of the company by early 2025, then will buy the remaining stake in 2028, according to the statement. The deal includes Ghost’s sports nutrition business and energy drink arm. #energydrinks #ghost #beverages #drpepper #kuerigdrpepper #beverages Carol Dunne Gwyneth Kelly Michelle Osagie Paul Villis Mark Allen Nina Riggins Marc LEJEUNE Farrah Gilsenan Sean Ging

Keurig Dr Pepper has long depended on coffee to give consumers their daily pick-me-up. Following its latest $1 billion deal, the beverage giant will have a larger portfolio of energy drinks for shoppers to choose from for their much-needed jolt. Keurig Dr Pepper said Thursday it is buying energy drink maker Ghost. It plans to spend $990 million initially to acquire a 60% ownership stake before acquiring the rest of the business in 2028. People are consuming more energy drinks than ever, with sales across the industry at around $19 billion. With beverage companies looking for growth, it's a big reason why Monster Beverage, PepsiCo and now Keurig Dr Pepper have either entered the space or doubled down on their existing presence in recent years. Keurig Dr Pepper already owns a stake in Nutrabolt, the maker of energy drinks such as C4 Energy and Xtend Energy, and it has invested in A Shoc. It recently agreed to sell and distribute Black Rifle Coffee’s new line of ready-to-drink energy beverages. Even before these deals, Keurig Dr Pepper owned Venom Energy. What Ghost gives Keurig Dr Pepper is a fast-growing brand that better positions it to go up against Red Bull, Monster, Celsius and countless other offerings. The brand’s net sales have more than quadrupled during the past three years. It also gives Keurig Dr Pepper a deeper portfolio of teas, waters, juices, sodas and mixers for shoppers to choose from, further cementing its ability to reach consumers at more times throughout the day depending on the moment and personal preference.

Interesting news in the beverage industry! Keurig Dr Pepper has acquired Ghost, enhancing their presence in the energy category. Ghost also delves into performance supplements and cereal, showcasing unique brand expansions which are quite intriguing. Read more about this acquisition here: https://lnkd.in/eBsf59Mk #Retail #BusinessGrowth #shoppermarketing #consumerbehavior #consumerinsights #innovation #consumergoods #shopperinsights #shopperexperience #futuremarketing #retail #retailmarketing #branddesign #branddevelopment #brandidentity #brandimage #retailexperience #retailmarketing #shoppingexperience #EnergyDrinks #Hydration #shoppermarketing #consumerbehavior #consumerinsights

🚨 Big, game changing news in the beverage industry Nation’s leading beverage company Keurig Dr Pepper Inc. (KDP) just acquired GHOST Energy! 👻🔋 This billion dollar investment is a perfect collaboration and a clear signal of where the market is heading—consumers want more than just a drink; they want function, performance, and flavor all in one, without compromising quality. With Ghost’s strong focus on energy, performance, and transparency, I think this acquisition is set to shake things up across both traditional and functional ready to drink (RTD) beverage markets, and steer into high gear the next wave of innovative, performance-driven drinks. It’s inspiring to see established brands like KDP diving deeper into functional nutrition! This isn’t just about expanding product lines; it’s about responding and adapting to changing consumer demands and focusing on health-conscious, active lifestyles. Ghost’s high-energy loyal fan base pairs well with KDP’s resources, their strong, extensive distribution network, and eclectic portfolio of 125+ brands. Looking forward to seeing the future unique innovative products and growth that will come from this partnership! 👻🔋 Would love to hear your thoughts! How do you see this acquisition changing the beverage landscape? #BeverageIndustry #Innovation #FunctionalDrinks #KeurigDrPepper #GhostEnergy

On April 23, 1985, The Coca-Cola Company announces that it is changing the formula of its signature soft drink for the first time in 99 years. The short-lived, sweeter New Coke, as it is called, debuts to a consumer backlash that pundits call the marketing blunder of the century. Coca-Cola, which had been the world’s bestselling soft drink, had been facing increasing competition from rival cola Pepsi, and the company wanted to re-energize the brand. In blind taste tests, consumers generally preferred New Coke over Pepsi and the original Coke. But, consumers had a sentimental attachment to their beloved brand and reacted very negatively to New Coke. The company was flooded with up to 8,000 calls a day from dissatisfied consumers and received some 40,000 complaint letters. CEO Roberto Goizueta got a letter addressed to “Chief Dodo, The Coca-Cola Company.” The soda company quickly got the message and brought back the original formula less than three months after New Coke launched. On July 11, 1985, 79 days after the release of New Coke, Coke’s original formula returned to market, rebranded as Coca-Cola Classic. It quickly regained its status as the dominant cola. In 1995, the soft drink giant held a meeting for the 10-year anniversary of New Coke. Goizueta, then chairman and CEO, put a positive spin on the failure at the meeting and called New Coke a case of “taking intelligent risks.” “We set out to change the dynamics of sugar colas in the United States, and we did exactly that—albeit not in the way we had planned,” Goizueta said.

The challenge for Monster is/was likely the same for Hard MTN DEW: It's like the FMB life cycle on steroids. • Hard MTN DEW failed because it couldn't get repeat buyers. In a Sightlines analysis of state-by-state data, we found that after an initial 4-6-week period, Hard MTN DEW sales would drop off significantly and stay low. It was the same in every state, every time the brand expanded. • For most FMB brands not named Twisted Tea, there's a traditional churn that requires delivery of new flavors and formats on a regular basis to maintain relevance. MTN DEW could only Baja Blast its way past this wall once. Monster's various FMBs were more successfully set up for distribution, but likely fought the same challenge: What happens after that initial trial? And how far is too far to stretch brand affinity when people know your product as an upper( 🤠 ) not a downer( 😑 )? Dave Infante's work always worth your time:

Keurig is all-in on the energy drink boom. 💰 ⚡ The beverage giant bought a 60% stake in sports nutrition brand GHOST for $990M — with plans to acquire the rest of the business—spanning supps, merch, and more—in 2028. Surging, Ghost saw net sales more than 4x in the last three years. Appealing to gym-goers, ravers, and gamers alike, it builds hype through nostalgic collabs and limited drops with brands from Sour Patch Kids to Space Jam. Banking on better-for-you brands, Keurig Dr Pepper Inc. also owns 30% of C4 Energy parent company Nutrabolt, plus stakes in NA beer company Athletic Brewing Co. Brewing, and coffee maker La Colombe. No doubt, emerging brands are disrupting a multi-billion dollar category with clean ingredients, fresh vibes, and fun flavors. But, better doesn’t always mean healthy.

Title: Cola Next: A Global Contender in the Making Cola Next's innovative approach and commitment to sustainability not only revolutionize Pakistan's beverage market but also position it as a potential player on the international stage. With its reduced sugar content and community engagement, Cola Next has the potential to resonate with health-conscious consumers worldwide. By leveraging its unique flavor profiles, local sourcing initiatives, and digitalization strategies, Cola Next can capitalize on opportunities for global expansion. As it continues to grow and evolve, Cola Next is poised to make waves beyond Pakistan's borders, becoming a formidable contender in the global beverage industry.