Your next energy boost could be coming from same company behind Budweiser. Anheuser-Busch has a long history of purchasing small craft beer labels to add to its worldwide beer empire. Now their expansion is spreading to the energy drink market after their acquisition of San Francisco based company Hiball on Thursday. Hiball is known for its namesake Hiball energy drinks, as well as their organic sparkling juice by the name of Alta Palla.
"The combination of Hiball's category-leading organic energy drinks and Alta Palla's organic sparkling juices and sparkling waters together with our network and operational know-how will create tremendous growth opportunities for these brands," said Anheuser-Busch President and CEO João Castro Neves in a press statement. "There are some key similarities between our companies including our desire to dream big, our passion for our people and our products, and our commitment to quality and sustainability in everything we do."
While AB has dabbled outside the beer realm before, the Hiball brand should be a new frontier for the brewer. The company's energy drink products are known for their organic, sustainably sourced ingredients and low or no-sugar energy blend, a brand identity Anheuser-Busch appears committed to preserving.
Anheuser-Busch is a subsidiary of Anheuser-Busch InBev, the world's largest brewing company, which is hardly inexperienced when it comes to the non-alcohol sales sector. Hiball energy drinks will be among a number of soft drink brands the parent company sells globally, and AB has been helping Starbucks to bottle and distribute its Teavana brand teas since last year.
"Our goal is to deliver Hiball products to new markets, while preserving their culture and brand identities," said Castro Neves. "Hiball's motto is 'It's all good,' and we couldn't agree more."