November 11, 2024
(press release)
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Keurig Dr Pepper has recently announced the acquisition of GHOST Lifestyle, a fast-growing drink brand. In recent years, GHOST has experienced significant growth with its unique identity, flavors, and packaging appealing to consumers. The acquisition will enhance Keurig Dr Pepper’s presence in the energy drink and sports drink categories and expand its reach to new consumers. The transaction highlights the importance of disruptive brand acquisitions in a saturated drinks market and their growing role in shaping the market going forward, says GlobalData, a leading data and analytics company. According to GlobalData forecasts, the energy drink market is expected to reach $173.9 billion globally by 2029, making it a highly lucrative industry. George Shaw, Beverage Analyst at GlobalData, comments: “This is a widely noted acquisition that enables both companies to leverage each other’s strengths and create unique offerings that resonate, setting a trend other companies may follow in the future. By joining forces with GHOST, a brand that broke through markets dominated by giants such as Red Bull, Monster, and Gatorade, Keurig Dr Pepper will not only gain market share but also modern business techniques.” The acquisition aligns with Keurig Dr Pepper’s strategy to evolve its portfolio towards consumer-preferred spaces. GHOST’s presence in supplements and other liquid refreshment beverages also provides additional growth opportunities for Keurig Dr Pepper. By combining their insights and capabilities, Keurig Dr Pepper and GHOST can continue to scale and build the GHOST brand. According to a Globaldata Q3 North America consumer survey*, 66% of North American consumers consider a well-known brand to be either nice to have or essential when buying beverages. This emphasizes the significance of brand recognition in the industry. Keurig Dr Pepper’s acquisition of GHOST not only expands its product portfolio but also adds a well-known brand to its lineup. This aligns with consumer preferences and positions Keurig Dr Pepper for continued success in the market. Shaw continues: “The collaboration between these two brands highlights the importance of partnerships in standing out and the significance of brand recognition in influencing consumer purchasing decisions. Other brands can learn from this acquisition and explore similar collaborations to drive growth and gain a competitive edge in their respective industries.” Shaw concludes: “In conclusion, GHOST acquisition is a strategic move for Keurig Dr Pepper to strengthen its presence in the energy and sports drink markets and tap into the success of a disruptive brand. The move will require a large amount of planning and strategic positioning to ensure its success.” * Globaldata Q3 2024 North America consumer survey was conducted with 1033 respondents
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