SHS Group, one of UK and Ireland’s largest fmcg holding companies, has bought a majority shareholding in Bottlegreen, the UK’s premium adult soft drinks business.
The addition of the Gloucestershire-based firm, for an undisclosed figure, grants SHS Group access to the cordials and squash category within the soft drinks market. The deal also complements its current brand portfolio, which includes the UK’s leading adult soft drink, Shloer.
SHS Group managing director, Michael Howard, said the acquisition is a part of the company’s growth strategy.
“Bottlegreen Drinks is home to a range of exceptional brands that perform strongly in the retail multiples, convenience and food service channelsand continue to reach into exciting new territories. This is an important acquisition for the SHS Group and a strong addition to our existing beverages brand portfolio.
“The management team at Bottlegreen has developed a successful and proven blueprint that has generated a high level of consumer awareness and visibility. We are pleased they will continue to lead the company autonomously, just as other businesses in our Group operate.
“This is an important step in our overall strategy to identify household brands that can boost our business and establish a platform for future growth in British and Irish FMCG markets,” he said.
Bottlegreen managing director, Simon Speers, who has led the company since a management buy-out in 2007, said he was excited by the prospect of further developing the company within the SHS Group.
“This is good news for Bottlegreen, our staff and our consumers. The SHS Group has unrivalled experience working within this sector and a reputation for maximising its brands locally and internationally.
“This partnership will help increase the visibility and awareness of our brands amongst consumers, retailers and multiples. Importantly it will enable the business to identify and seize new opportunities to grow.”
Founded in 1975 the SHS Group owns brands such as WKD, Shloer and Merrydown Cider. It recorded a turnover of more than £400m in 2010.
Bottlegreen Drinks is one of Britain’s leading producers of a range of cordials and pressés and has a core consumer base of more than two million people. It supplies a number of UK wholesale and independent outlets including Waitrose, Tesco, J Sainsbury, Morrisons and Co-op and also exports to Australia and Canada.