Food distributor KeHE, and wine and spirits distributor LibDib, recently landed new wholesale distribution deals with Boisson, which is expanding its distribution of non-alcoholic beverages in the United States.
The non-alcoholic beverage category already is worth $550 million, and the demand for new North American offerings has “skyrocketed” in recent months, with studies revealing 14% of consumers have non-alcoholic alternatives while out—and that percentage jumps to 25% for millennials, the New York-based company reported.
“KeHE is excited to partner with Boisson to provide new and emerging non-alcoholic brands opportunities to get in front of retailers that KeHE serves,” Julie Terrazzino, KeHE category manager for adult non-alcoholic beverages, said in a news release.
Boisson will bring its “sought-after” global North American brands—like Kolonne Null, Giffard NA, Caleño, Pentire, Everleaf, Little Saints, Wilfreds, Haus of Babylon, and Misty Cliffs—to its new distribution channels. The company also plans to continue leveraging its retail and e-commerce platforms for consumers and non-alcoholic beverage suppliers.
“We are very excited for the opportunity to work with Boisson in partnership to expand the wholesale reach of the non-alcoholic category,” said Cheryl Murphy Druzy, LibDib founder and CEO. “For six years now, Libdib has been shaking up the alcoholic beverage-distribution world, and partnering with Boisson gives us a leg up.”
Boisson’s wholesale growth plans will be spearheaded by the brand’s new executive hire, Jill Sites, vice president of wholesale, the company said. Sites brings over 15 years of experience in the beverage industry and will focus on key growth markets, including New York, California and soon to be Miami, where Boisson has physical retail locations.
“Existing spirits and beer distributor networks are phenomenal—I worked for one of the best for almost a decade—but most are just starting to figure out North America, while Boisson brings years of 100% dedication to the category,” Sites said. “It is what we do, what we are passionate about, and what we want to grow.”
This national distribution expansion follows Boisson’s recent $5 million bridge funding round from Convivialité Ventures, the VC arm of Pernod Ricard, and Connect Ventures, the investment partnership between entertainment and sports agency Creative Artists Agency and global venture capital firm New Enterprise Associates.