Plus, Recover 180 scores Bay Area sports deals͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ 
 
 
July 09, 2024
Bevnet
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In this issue of Daily Briefing

  • 🏀 Recover 180 Scores With Bay Area Sports
  • 👀 Capri-Sun Eyeing U.S. Independence
  • ♻️ Vital Proteins' New Paperboard Tub
  • 💼 TRIP’s New Hires
  • 📕 Simon Ford Built – And Sold – His Brand By Following A Simple Rule

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📰 Today's Top Story

🏃 Athletic Brewing Company Closes $50 Million Equity Round

🏃 Athletic Brewing Company Closes $50 Million Equity Round

It's surely not a sprint: at this rate it looks like Athletic Brewing Company is training for an ultra-marathon.

The fast-rising non-alcoholic beer maker announced today it has closed a $50 million “equity financing round” led by private equity firm General Atlantic, with several key investors from previous fundraising rounds also participating.

The latest funding round comes 21 months after a $50 million Series D round led by Keurig Dr Pepper (KDP) that closed in November 2022.

Following the latest capital infusion, General Atlantic has secured a seat on Athletic’s board. Although the full composition of Athletic’s board has not been publicly disclosed, investment firm TRB Advisors, which Athletic co-founder Bill Shufelt described as Athletic’s “largest investor across multiple rounds,” KDP and private equity firm Alliance Consumer Growth each hold seats on the board.

The new equity financing round is being earmarked to “drive continued long-term growth,” including Athletic’s purchase of another San Diego-based Ballast Point production facility, as well as expanding international sales of its NA beer.

Shufelt told our sister site Brewbound that Athletic is now well-positioned to finance capital projects from either “equity debt or cash flow from operations.”

What he said: “Interest rates are so high these days, [so] equity made sense in this instance [for] funding a great project that solidifies our capacity for the future. But also a big part of the reason we wanted to do equity was we had the chance to invite one of the most respected world-class investors onto our cap table, and really importantly, is they have a very long-term vision, no time horizon, they’re super excited about the category we’re trying to innovate in and and really great people.”

BevNET Insiders can access the full story for more details on the round, the business’ long term playbook and the latest trends.

 

👉🏼 What You Need to Know 👈🏼

🏀 Recover 180 Going Deep In Bay Area Sports Partnerships

🏀 Recover 180 Going Deep In Bay Area Sports Partnerships

Next-gen sports drink Recover 180 announced that it has partnered with Golden State Warriors center Trayce Jackson-Davis. Recover 180 has already partnered with other Bay Area professional athletes like newly anointed Warriors player Buddy Hield and San Francisco 49ers quarterback Brock Purdy.

🥤 Founded in 2018 and relaunched under the strategic watch of Lance Collins, who founded Fuze and BodyArmor, Recover 180 is available in 16 oz. plastic bottles in five flavors.

🏌️ The Arizona-based brand has lined up a number of professional athlete partnerships including Arizona Cardinals quarterback Kyler Murray and PGA golfer Wyndham Clark.

🛒 The drink is available nationwide in Whole Foods Market and QuikTrip and holds regional distribution partnerships with King Soopers, Fred Myer and Smiths.

 

👀 Capri-Sun Eyeing U.S. Independence

America’s favorite juice pouch maker is allegedly looking to bring all areas of the business back into its founding house. According to a report in Axios, Capri-Sun is looking to raise $500 million via a minority stake sale and would use the deal proceeds to buy back its North American license from Kraft Heinz.

  • While Capri-Sun is still controlled by the son of its founding father (a.k.a. Swiss billionaire Hans-Peter Wild) Kraft holds a license for the brand’s North America operations.
  • Capri-Sun currently generates about $1.4 billion in annual sales (or 6 billion pouches per year) 
 

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♻️ Vital Proteins Introduces New Paperboard Tub

Collagen peptide and supplement producer Vital Proteins announced the launch of a blue paperboard tub for its Unflavored Collagen Peptide Powder this week. The upgraded packaging uses 90% less plastic than the brand’s traditional tub.

🛒 Consumers can find the new 24 oz. tubs at Sam’s Club stores nationwide with a SRP of $5.27. Each serving contains 20 grams of collagen peptides. 

🤝 The project was a “labor of love” between Vital Proteins and Nestlé Health Sciences, according to a LinkedIn post by Tracy Neal Butzlaff, director of customer development at Nestlé Health Sciences. 

👀 Consumer demand for sustainable packaging is on the rise – with nearly 70% of shoppers saying they would pay more for sustainably-packed products. Brands are taking notice, with French-inspired dessert maker Petit Pot recently shifting from glass jars to paper cups and tortilla producer Coyotas launching 100% compostable packaging.

 

💼 TRIP’s New Hires

CBD and botanical-based functional beverage maker TRIP has named two seasoned CPG execs to c-suite positions.

🌳 The brand announced the appointment last month of former Fever-Tree chief supply chain officer Stewart Bray as COO. 

🔢 James Simpson has joined as CFO and most recently held the same role at Brand Machine Group.

🇺🇲 The new hires come as the U.K.-based startup has swiftly established itself in the U.S. market, with distribution in natural channel chains like Erewhon, Bristol Farms, Lazy Acres, Mother’s Market, Lassens, and Earth Fare, alongside Gopuff and on-premise accounts.

📈 The brand self-reported gross revenue growth of 259.3% year-over-year to date from January to May 2024.

 

🎙️ Now Streaming: Taste Radio

📕 Simon Ford Built – And Sold – His Brand By Following A Simple Rule

📕 Simon Ford Built – And Sold – His Brand By Following A Simple Rule

Simon Ford, the co-founder of revered spirit brand Fords Gin, explains why he “never pitches business,” the reasons behind successful and unsuccessful relationships, his belief that naivety is a gift and how he cultivated a strategic partnership with beverage alcohol giant Brown-Forman.

Listen to the episode now.

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