Heineken, the brewing giant, has acquired a minority stake in the Dutch ready-to-drink brand Stëlz for an undisclosed sum.
Stëlz, the hard seltzer brand, was established by Milan Voet and Glenn Cornelisse in 2020. The brand’s primary line features hard seltzers with an alcohol by volume (abv) of 4.5%, alongside canned cocktails with identical potency. Recently, Stëlz introduced a new lemon-flavored hard iced tea to its product lineup.
Stëlz, headquartered in Amsterdam, stated its intention to maintain its “independence,” while also mentioning that Heineken would offer resources to facilitate the company’s expansion into the broader “beyond beer” category.
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“You see a shift in social drinking culture with the introduction of hard seltzer,” Voet observed. “Our big neighbour has the strength and expertise we need to unlock that potential. They know the beverage market like no one else and can assist us with their expertise and knowledge in the retail, hospitality, as well as festival domains.”
Stëlz noted the increasing consumption of hard seltzers in the Netherlands and anticipates that these beverages will comprise 18% of ready-to-drink (RTD) sales by 2028, compared to 13% in the previous year.
Key Partnerships and Stakeholders
Additional stakeholders in Stëlz encompass the music enterprise ID&T, with whom Stëlz holds an exclusive supplier agreement for festivals, as well as the event coordination service This Is Live.
The valuation of Heineken’s investment in Stëlz remains undisclosed by both parties involved.
Maarten Schuurman, Managing Director of Heineken’s operations in the Netherlands, remarked, “It’s impressive how swiftly Stëlz has carved out a distinctive niche with their hard seltzer.”
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“On one hand, it’s about the product, but more importantly, it’s about how Stëlz uniquely markets it: direct and uncomplicated, with a sharp understanding of the current cultural atmosphere and the occasions suited for enjoying a hard seltzer.”
Last year marked Heineken’s acquisition of a minority stake in Served, the UK-based ready-to-drink brand co-founded by pop icon Ellie Goulding. Served specializes in offering a line of hard seltzers tailored to those pursuing a contemporary, health-conscious, and socially engaged way of life.
