AB-InBev buys drinks company Atom Group
Where to announce a transaction these days? On Facebook! On 18 April 2018 AB-InBev’s ZX Ventures acquired the Atom Group, a UK-based e-commerce company and spirits producer and distributor, for an undisclosed sum.
The group is made up of three business units: online retailer Master of Malt; spirits producer Atom Brands; and distributor Maverick Drinks, which is dedicated to craft spirits.
The deal gives ZX Ventures control of Atom Brands’ collection of spirits, which includes Ableforth, That Boutique-y Whisky Company, That Boutique-y Gin Company, and Drinks by the Dram (producer of whisky advent calendars), among others.
The Atom Group was founded in 1998 and its latest reported turnover was GBP 34 million (USD 47 million).
As with ZX Ventures’ previous acquisitions, the leadership team for Atom Group will remain in place and oversee 175 staff. Atom Group was founded by Justin Petszaft and three business partners: Ben Ellefsen, Tom McGuinness and Joel Kelly.
Thanks to the sale, the Atom Group will gain access to AB-InBev’s international supply network while allowing for expansion of its e-commerce network into new markets.
AB-InBev launched ZX Ventures in 2015, dedicating it “to creating and analysing the data necessary for determining our ideal strategies, products, and technologies.” The company has previously invested in consumer data-rich ventures such as homebrew businesses like Northern Brewer Homebrew Supply, and the beer review website RateBeer. The Atom Group buy furthers that mission through Master of Malt’s data trove, while offering AB-InBev a foothold in the spirits category.
