Energy drink manufacturer Ghost
Energy drink manufacturer Ghost will be acquired by Dr Pepper for about $1 billion.
By paying more than $1 billion to acquire the Ghost brand, Keurig Dr Pepper will grow its energy drink business.
According to a statement released by the firm on Thursday.
Keurig is positioned to appeal to a younger demographic with its assortment of Ghost energy drink varieties.
Which are partnered with sweet brands like Sour Patch Kids and Oreo. Tim Cofer, the CEO of Keurig, stated on a Thursday results call that “Genzennials” are drawn to the brand.
These drinks meet a nearly universal consumer desire for energy and alertness.
Which is becoming more and more important in a world where our time and attention are highly valued,” Cofer stated.
According to Keurig’s announcement, Ghost’s net sales have increased fourfold in the last three years.
According to the Wall Street Journal, this is the largest agreement.
Keurig has approved since purchasing Dr Pepper Snapple Group in 2018 for around $19 billion in cash.
The action is also consistent with Keurig’s foray into ready-to-drink, sports, and energy brands.
Before collaborating with Black Rifle Coffee Company this year to distribute its energy beverages.
The company initially purchased a share in C4 Energy in 2022.
According to the release, Keurig Dr Pepper Inc. (KDP) will purchase Ghost in two phases.
It will pay $990 million in cash for 60% of the business by early 2025 and then purchase the remaining portion in 2028.
Ghost’s energy drink and sports nutrition businesses are included in the acquisition.
According to Keurig, Dan Lourenco and Ryan Hughes, Ghost’s co-founders, will still be in charge of running the company.
And common vision for the energy sector and beyond made it the ideal home for our brand and team as we considered our company’s next chapter,” Lourenco said.
