AB InBev is paying 490 million US dollars for an 85% majority stake in BeatBox Beverages, an American producer of party punch that has built up a loyal following among young consumers.
Known from Shark Tank
AB InBev had already been eyeing Beatbox in November, and now the deal is officially a done deal. The deal fits in with the beer giant’s strategic shift towards products with a different target group and higher turnover than traditional beer brands. This category, ‘Beyond Beer’, is one of the few segments with clear volume growth and includes brands such as Cutwater Spirits, Nütrl Vodka Seltzer and energy drink Phorm.
