AB-InBev takes over energy drinks maker Hiball
The world’s major brewer has expanded its NAB portfolio. AB-InBev has bought the San Francisco-based organic energy drink maker Hiball, media reported on 21 July 2017.
In Latin America, AB-InBev already sells a range of energy drinks, soft drinks and teas. Its latest step toward a similar expansion in the US appears to be a modest one in a segment that is still dominated by Red Bull and Monster.
No financial details of the acquisition have been disclosed. Hiball’s annual revenues are estimated to be around USD 40 million. The transaction is expected to be completed during the third quarter of this year.
Not to be confused with the alcoholic cocktail called Highball (basically a longdrink), the high margin energy drink should enable AB-InBev to establish itself in the non-alcoholic beverages sector where the focus seems to be on health and wellness.
Hiball was founded in 2005 by Todd Berardi, who began by selling from the back of his car. Hiball also has a line of sparkling waters and juices called Alta Palla.
Its energy products contain what it describes as a “proprietary organic energy blend” of guarana, ginseng and caffeine, as well as Vitamins B3, B5, B6 and B12, and are sold by retailers including Whole Foods, Safeway and Kroger.
According to its website, SPINS named Hiball the fastest-growing natural and organic energy drink brand in the US. Hiball will continue to be led by its current management team upon closing, while AB-InBev will conduct a transition of the Hiball Energy and Alta Palla brands to its wholesaler partners.
