Osborne Clarke advised beverage specialist FeverTree Drinks plc on the acquisition of Global Drinks Partnership (GDP), its sales agent in Germany.
Fever-Tree is the world’s leading supplier of premium carbonated mixers for alcoholic spirits by retail sales value, with distribution to over 75 countries internationally. Based in the UK, the brand was launched in 2005 by Charles Rolls and Tim Warrillow to provide high quality mixers which could accompany the growing demand for premium spirits. The Group now sells a range of carbonated mixers to hotels, restaurants, bars and cafes (“On Trade”) as well as supermarkets and off-licenses for retail purchase (“Off Trade”).
GDP is a well-established sales agent and importer of premium drinks, with a strong track record of growing premium brands in a complex, fragmented market. The acquisition consolidates the strong partnership that Fever-Tree and GDP have developed over the last seven years in Germany, during which GDP has enabled Fever-Tree to establish a growing brand presence in the On-Trade and a strong footprint across national and regional retailers in the Off-Trade.
Alongside Fever-Tree, GDP also distributes a portfolio of complementary premium beer and spirits brands, which generated €10 million of sales in 2019. This portfolio approach is highly suited to the size and outlet fragmentation of the German market, and the Group looks forward to continuing to work with these brands in the future.
“We continue to see M&A transactions which, despite a challenging market environment and the ongoing corona crisis, can be brought to a successful conclusion, as the acquisition of GDP by Fever-Tree in the beverage market exemplifies,” said Dr. Björn Hürten, partner at Osborne Clarke.
The Osborne Clarke team which advised Fever-Tree consisted of Dr. Björn Hürten (lead, Corporate / M&A), Efthimios Detsikas and Charlotte Mager (all Corporate / M&A), Daniel Stein (Commercial), Dr. David Plitt and Dr. Philipp Raben (both Employment), Florian Merkle (Tax), Antje Günther and Daniel Huschen (all Banking & Finance), Dr. Sebastian Hack (Competition) as well as Thomas Schnabel (Real Estate).
The shareholders of GDP were advised by Dr. Matthias Heilmeier and his team (FMDH Fischer Mues Dittmer Heilmeier Rechtsanwälte Partnerschaftsgesellschaft mbB).
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