Keurig Dr Pepper has acquired the drinks brand Ghost Lifestyle, expanding its footprint in the energy and sports drink categories.
The acquisition is consistent with Keurig Dr Pepper’s shifting portfolio towards consumer-preferred spaces. Ghost’s existence in supplements and other liquid refreshment beverages creates new business prospects for Keurig Dr Pepper.
“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,” said George Shaw, beverage analyst at GlobalData.
“Other brands can learn from this acquisition and explore similar collaborations to drive growth and gain a competitive edge in their respective industries.”
According to Global Data, the acquisition demonstrates the value of disruptive brand acquisitions in a saturated beverages market, as well as their expanding influence in changing the market in the future.
The energy drink business is predicted to be worth US$173.9 billion globally by 2029, making it a highly profitable industry.
- Further reading: Dr Pepper joins mega drinks merger.
