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Anheuser Busch Enters Energy Drinks Market With Hiball Acquisition

July 20, 2017: 12:00 AM EST
With beer sales mostly flat, and craft beers rapidly gaining market share, Anheuser-Busch hatched a plan nearly three years ago to use its extensive nationwide wholesaler network to move beyond beer into nonalcoholic beverages. The idea was welcomed by wholesalers as long as AB stuck to “high-growth, high-margin segments.” A little over a year ago, Starbucks announced it would sell AB’s Teavana bottled teas in its stores. In the latest news, AB announced it is buying San Francisco-based Hiball Energy, which makes organic energy drinks containing guarana, ginseng, caffeine and B vitamins.  It also makes Alta Palla organic low-calorie, low-sugar beverages, sold at about 14,000 U.S. retailers, including CVS, Kroger and Whole Foods Market. [Image Credit: © HiBall Energy ]
Mike Snider, "Anheuser-Busch buys drink maker Hiball Energy", USA Today, July 20, 2017, © USATODAY.com
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