New Age Beverages has entered a definitive agreement to acquire New York-based Brands Within Reach (BWR).

The deal will give Utah-based New Age Beverages the distribution rights to brands such as Nestea, Volvic and Evian.

Established in 2003 by Olivier Sonnois, BWR holds licensing and distribution rights for Illy coffee, Found sparkling beverages, Kusmi Tea and Saint-Géron sparkling water in the US market.

The company also owns the distribution rights for natural and organic snacks such as Nature Addicts, Grand-Mere, Lucien Georgelin and La Mere Poulard.

Olivier Sonnois said: “Our visions to make a difference for consumers with healthier products are completely aligned, and I am honoured to be leading the newly integrated group as president of the brand’s division.

“The combination of our brands, teams and infrastructure is unique and best-in-class, and a great value for our customers to work with one major company who can provide them with a full portfolio of growth brands in growth categories underpinned by superior execution and brand support.”

New Age Beverages anticipates that the acquisition of BWR will bring its revenues to more than $320m and further improve its profitability.

Do you see impact on recruitment in your company due to COVID-19 pandemic?

View Results

Loading ... Loading ...

New Age Beverages CEO Brent Willis said: “We are extremely fortunate to have someone of Olivier’s calibre joining New Age, along with the rest of his very powerful team.

“Adding Illy, Nestea, Evian and Volvic into our offerings are incredible, and adding the marketing, sales and distribution capabilities of BWR to New Age is equally as impacting.”

Last December, New Age Beverages agreed to acquire Morinda for $85m to increase the footprint of its health sciences products and cannabidiol (CBD) infused beverages. Morinda sells its products in more than 60 countries and its direct-to-consumer and online businesses have a network of more than 160,000 distributors worldwide. It has manufacturing plants in Tahiti, Germany, Japan, the US and China.