A-B Gets Marketing Rights To Nutraceutical Water Line
The deal gives the beer maker nearly worldwide (excludes Japan, Australia, Singapore, Indonesia and Dubai) distribution and marketing rights to the product as well as to Aqua-Less Crystallines, a powder form of the drinkable skin care line.
A-B wholesalers will begin distributing the beverages in select markets in November. Terms of the deal were not disclosed.
Woodland Hills, Calif.-based Borba retains the right to sell its beverages and crystallines in select accounts and online.
Borba beverages contain antioxidants, vitamins and botanicals, the company says in a release. Each beverage is formulated to provide a distinct skin benefit, such as a clearer complexion, firmer skin, and help for dry, dehydrated skin. The line currently is available at high-end retailers, such as Sephora, Ulta, and Equinox Gyms. Select items also are sold through multimedia retailer QVC.
"With extensive reach, marketing and distribution expertise, Anheuser-Busch will help expand the presence of our products in key retail locations," says Scott Vincent Borba, founder and chief executive officer of Borba, per the release.
"Adding the [lines] to our portfolio allows us to participate in the emerging nutraceutical beverage category," says Dave Peacock, vice president of business operations, Anheuser-Busch, also in the statement. "The Borba line of beverages provides innovative and highly profitable products for our wholesalers and retail customers, while expanding our business into high-growth beverages beyond beer."
Recent Marketing Daily Articles
-
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ... -
United Donates Miles To Make-A-Wish June 16, 11:17 p.m.
United Airlines is donating one million MileagePlus miles to Make-A-Wish. The donation, which is being made ... -
Barbasol Writes The Book On Manliness June 16, 5:22 p.m.
Barbasol is offering a decidedly old-school twist on masculinity, launching its new Field Guide to Manhood on ...
Be the first to comment on "A-B Gets Marketing Rights To Nutraceutical Water Line "
Leave a Comment