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Canada: Keurig Dr Pepper to acquire global rights to non-alcoholic brand Atypique

Atypique
Image from https://lesbreuvagesatypique.com/en/

Massachusetts-based beverage company Keurig Dr Pepper is acquiring the global rights to the non-alcoholic cocktail brand Atypique from Station Agro-Biotech, a Quebec-headquartered company that manufactures and markets alcoholic and non-alcoholic beverages.

Terms of the deal, which is expected to close early in the fourth quarter of this year, were not disclosed.

The agreement includes a multi-year collaboration between the two companies grow Atypique, utilising Station Agro-Biotech’s R&D experience in the category and Keurig Dr Pepper’s sales and distribution network.

Keurig Dr Pepper’s chief financial officer and president of international Ozan Dokmecioglu said:  “At Keurig Dr Pepper, we strongly believe in innovation to drive growth to meet the evolving beverage needs of consumers. We are excited to add this new platform to our powerful portfolio in Canada, and the global rights to Atypique provides optionality to further expand the brand’s growth potential.” 

Olivier Lemire, president of Keurig Dr Pepper Canada, added: “Atypique is a great complement to our successful ready-to-drink alcohol portfolio, and we look forward to continue innovating around this brand to drive accelerated growth.”

Jonathan Robin, president of Station Agro-Biotech, commented: “We were looking for the best way to bring Atypique to the next level.  This agreement represents an exceptional opportunity to work with a beverage industry leader, and Keurig Dr Pepper will bring market knowledge and strength to the Atypique brand. At the same time, we are delighted to have the opportunity to keep growing and innovating within a category in full effervescence and have more time to spend doing R&D in the broader beverage space.”

Atypique’s co-founder, the TV and radio host and former Canadian football player Étienne Boulay said: “Atypique is meant to push the limits of the ready-to-drink industry by offering outside-the-box, beyond-the-normal-standard products, and this collaboration will allow the brand to continue to do just that. I can’t wait to see where this will take Atypique.”

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