BURLINGTON, MASS. — Keurig Dr Pepper (KDP) has entered a partnership with Red Bull, Frisco, Texas, to sell and distribute Red Bull products in Mexico.
The agreement gives KDP exclusive rights to distribute Red Bull Energy Drink products through independent retailers, including grocers, convenience stores, pharmacies and kiosks, and wholesale channels within the region, with some exclusions.
“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,” said Ozan Dokmecioglu, chief executive officer of KDP. “The agreement demonstrates the strategic importance of energy to us and provides us the opportunity to partner with the No. 1 energy brand in the world.”
KDP also will have the option to distribute future ready-to-drink beverage products that Red Bull may launch in Mexico.
“The addition of the Red Bull brand to KDP's powerful, nationwide distribution network in Mexico strengthens our presence in the energy drink category and leverages our distribution capabilities to expand availability of Red Bull in the country,” said Gilberto Maldonado, general manager and senior vice president of KDP Mexico.
The energy drink partnership comes shortly after KDP was reportedly in talks to acquire Bang Energy drink maker Vital Pharmaceuticals, Inc., though the rumors were denied by KDP.