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."