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Drinks

Monster Beverage To Buy Craft Beer Maker In Alcohol Market Drive

By Dave Simpson

Energy drinks maker Monster Beverage Corp is entering the alcoholic drinks market through a $330 million deal for craft beer and hard seltzer producer CANarchy Craft Brewery Collective LLC.

Branching Out To Alcohol Trend

The newly-announced all-cash deal extends the trend of soft-drink companies branching out to the alcohol space as traditional boundaries between the categories rapidly blur.

Coca-Cola Co has tied up with brewer Constellation Brands Inc to launch Fresca-branded ready-to-drink cocktails, while rival PepsiCo Inc has partnered with Boston Beer Co to launch a Mountain Dew-branded alcoholic beverage.

Restaurants Not Included

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Monster said that the deal will add craft beer brands Cigar City, Oskar Blues, Deep Ellum, Perrin Brewing, Squatters and Wasatch to its portfolio but will exclude CANarchy's restaurants.

Monster Brands

Monster, the biggest shareholder of which is Coca-Cola, currently develops and markets energy drinks brands such as Monster Energy, Burn Energy Drink and Full Throttle Energy Drink.

Co-Chief Executive Officer Statements

The deal is a "springboard" for Monster into the alcoholic beverage space, its co-chief executive officer, Hilton Schlosberg, said in a statement.

"The acquisition will provide us with a fully in-place infrastructure, including people, distribution and licenses, along with alcoholic beverage development expertise and manufacturing capabilities in this industry," Schlosberg said.

CANarchy Information

CANarchy supplies craft beverages throughout the United States and 20 countries and US territories, and has seven manufacturing locations and 900 employees, according to its website.

Deal Closure Timeline Expectation

The deal is expected to close in the first calendar quarter of this year.

Small Bolt-On Acquisitions

A source told Reuters in November that Monster was discussing a merger with Constellation, but the Corona Extra and Modelo Especial maker's top boss said in a conference that the company would only engage in small bolt-on acquisitions.

RBC Capital Markets Nik Modi Statement

"The CANarchy Craft Brewery acquisition may imply that MNST decided to go on its own in terms of alcoholic beverage manufacturing, but it may still need a larger scale alcohol distribution network," RBC Capital Markets Nik Modi said.

News by Reuters, edited by Hospitality Ireland. Click subscribe to sign up for the Hospitality Ireland print edition.

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