Mark Anthony Group has purchased RTD brand The Finnish Long Drink for an undisclosed sum.
The brand is a sparkling premix that comprises seven SKUs, including Peach (5% ABV), Strong Citrus (8.5% ABV) and Zero Sugar Pineapple (5% ABV). Mark Anthony Group – which was already The Long Drink’s exclusive distributor in Canada prior to today’s announcement – plans to “scale” the brand across North America.
Despite its name, the brand has no physical ties to Finland, but was inspired by an “enormously popular” drink that originates from the country. The New York-headquartered company counts actor Miles Teller, DJ Kygo and golfer Rickie Fowler among its investors.
Contacted for further details on the deal, a spokesperson said Mark Anthony Group, “as a matter of policy, does not disclose financial information”.
In a statement today, group CEO Phil Rosse said: “Our focus has always been on building and scaling brands that stand out in their category and resonate with consumers.
“Long Drink has already established strong momentum and a clear point of difference in the RTD space. We see a meaningful opportunity to build on that success by expanding its reach and bringing it to more consumers.”
Rosse was appointed as CEO in December, taking over from founder & chair Anthony von Mandl.
