Keurig Dr Pepper in talks to buy Bang Energy drink owner, Bloomberg reports

Dive Brief:

• Keurig Dr Pepper is in talks to purchase the owner of Bang Energy drinks, according to Bloomberg.
• The wire service noted that one person said the company could be valued at more than $2 billion, while another put the price tag above $3 billion. The negotiations are at an early stage and could fall apart, Bloomberg noted. Keurig Dr Pepper and Bang parent Vital Pharmaceuticals did not respond to Food Dive requests for comment.
• An acquisition by the soda, coffee and water company would be the latest deal in the popular energy drink space and a bold statement for Keurig Dr Pepper’s new CEO Ozan Dokmecioglu who took over the top post late last month.

Dive Insight:

Keurig Dr Pepper is no stranger to energy drinks, with a portfolio that includes Xyience and Venom, as well as a distribution deal for A Shoc. But a purchase of Bang would give the beverage giant ownership of a larger, more well-known brand and firmly cement its position in the fast-growing category.

Bang only recently exited a rocky distribution deal with PepsiCo that was mired by conflict, lawsuits and allegations, much of it taking place behind closed doors. A purchase by Keurig Dr Pepper would immediately give Bang a quick pathway toward growth through the Texas-based company’s deep financial pockets, broad distribution reach and innovation prowess.

If Bang and Keurig Dr Pepper do reach a deal, it would be the latest round of consolidation in the energy drink space. PepsiCo doubled down on the category in 2020 when it purchased Rockstar for $3.85 billion, and then earlier this month invested $550 million in energy drink maker Celsius, while signing a long-term strategic distribution agreement. Coca-Cola, which announced plans to discontinue sales of its Coca-Cola Energy in North America last year, has a 16.7% stake in Monster from a 2015 deal.