The transaction, announced earlier today, has been conducted through Heineken Netherlands and comprises a minority holding in the spirits-based brand. The size of the stake – along with the sum paid – was not disclosed.
Stëlz was founded in 2020 and the 4.5%-ABV range comprises six fruit-flavoured variants (Grapefruit, Lime, Mango, Passionfruit, Peach and Raspberry) alongside Spritz, Gin & Tonic and Moscow Mule premixes and lemon Hard Iced Tea. According to the brand’s management team, which includes former Stoli Group executive Piet Hein Schnellen, Stëlz “has been the [Netherlands’] biggest driver in the hard seltzer market”.
“It is admirable how Stëlz has secured a unique position with their hard seltzer in a short time,” said Heineken Netherlands MD Maarten Schuurman. “On one hand, it’s about the product, but it’s especially about how Stëlz markets it in their own distinctive way; Direct and straightforward., with a keen sense of the current zeitgeist and the moments when you enjoy a hard seltzer [and] with spot-on communication for new generations.”
In results for the first three months of this year, Heineken saw its group sales jump by 9.4% on a 4.3% increase in volumes.
