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For nearly 20 years, premium bottled water brand Icelandic Glacial has been distributed in the U.S. via a master agreement with Anheuser-Busch InBev. 

But now – as AB focuses on its mega brands portfolio and Icelandic aims to continue its “rocketship” growth trajectory – they’re readying to end the contract.

Icelandic CEO Reza Mirza laid out the brand’s future distribution strategy to me this week, including plans to consolidate its network that he believes will improve execution.

Could it be the move Icelandic Glacial needs to make in order to become a megabrand itself one day?

Read the full story on BevNET.

This week, podcast co-hosts Brad Avery and Lukas Southard dive into the relaxation beverage category, a developing rift between MAHA advocates and the White House, more lawsuits over sweeteners and RIND Snacks' pivot deeper into co-packing.

Listen to the episode.

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