Atypique is described as ‘a highly unique offering in the emerging and fast-growing non-alcohol cocktail segment’, providing a range of RTD cocktails, such as margaritas, gin & tonic and mojitos. In Canada, non-alcoholic cocktails grew more than 30% in retail dollar sales during the last year, and Atypique now has a 42% market share of that segment, where it is distributed.
The agreement includes a multi-year collaboration between the two companies to fuel accelerated growth for Atypique, drawing on Station Agro-Biotech's R&D expertise in the category and KDP's robust sales and distribution network.
KDP says Atypique will complement its RTD alcohol portfolio. "At Keurig Dr Pepper, we strongly believe in innovation to drive growth to meet the evolving beverage needs of consumers," said Ozan Dokmecioglu, CFO & President of International. "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."
Jonathan Robin, President, Station Agro-Biotech said the agreement will allow Atypique to move to the next level with the market knowledge and strength of KDP. "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."
Terms of the deal, which is expected to close in early Q4, were not disclosed.