KDP and Red Bull enter strategic partnership in Mexico

By Rachel Arthur

- Last updated on GMT


Related tags keurig dr pepper Mexico Red bull Energy drinks

Keurig Dr Pepper will sell and distribute Red Bull in Mexico under a new partnership.

The sales and distribution partnership provides KDP with exclusive rights to distribute Red Bull Energy Drink products across independent retailers such as grocery, convenience, pharmacy and kiosks, as well as the wholesale, regional key account and on-premise channels in the country, with some exclusions.  It also provides the company with the option to distribute future ready-to-drink (RTD) beverage products from Red Bull in these locations.

KDP says the new partnership, announced last week, is an illustration of how it is leveraging and expanding its partner network strategy.

CEO Ozan Dokmecioglu said: "This new agreement furthers KDP's commitment to partnerships, which are a core element of our growth strategy in which we create long-term, win-win relationships for both KDP and our strategic partners. 

"The agreement demonstrates the strategic importance of energy to us and provides us the opportunity to partner with the #1 energy brand in the world. 

"We look forward to working with Red Bull and believe this new partnership has the potential to expand over time."

The addition of the Red Bull brand also strengthens KDP’s presence in the energy drink category.

KDP will begin selling and distributing Red Bull in Mexico from the fourth quarter of this year.

Terms of the agreement were not disclosed.

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