First Beverage Group:
First Beverage Ventures, the private equity arm of First Beverage Group, has made an investment in Q Drinks, America’s leading producer of premium carbonated mixers, as part of an $11 million equity raise by the company.
Q Drinks makes the world’s best carbonated mixers: clean, crisp, completely un-generic beverages crafted to complement the finest spirits. Made with the highest quality natural ingredients, fanatical attention to detail, and packaged in custom bottles designed to maintain high levels of carbonation, Q Drinks was built to make cocktails spectacular.
The last decade has seen dramatic growth in the premium spirits market. Today more than half of all liquor purchases by dollar volume are high-end premium or super premium brands. Q’s line of spectacular mixers has experienced dramatic growth as consumers have increasingly recognized that great cocktails come from both great spirits and great mixers. Like craft beer, premium spirits and premium water, the premium mixer category has quickly become a significant category, providing exciting growth in a sector that had previously lacked innovation.
The company will use the proceeds from this raise to build on its momentum at bars, restaurants and key retailers, and to expand into new channels and territories. Q Drinks expects to invest aggressively in sales and marketing, particularly in support of liquor distributors, and to grow its partnerships with liquor brands across the country.
“We’re extremely excited to partner with the Q Drinks team in this next phase of their growth,” said William Anderson, founder and CEO of First Beverage. “Q Drinks represents another investment into a highly differentiated, game-changing business plan for our private equity division.”
“The Q Drinks team have built an incredible brand that’s poised for tremendous growth,” said Tom First, managing partner of First Beverage. “The past decade has seen an explosion of higher-end spirits. Better mixers are next – they soon will make up the majority of sales by dollar volume in the category just like premium spirits and waters do in theirs. Q Drinks, with the best products in the market and a terrific management team, will be leader in this inevitable premiumization of carbonated mixers. We are thrilled to be their partner.”
Started in the kitchen of founder and CEO Jordan Silbert in 2007, Q Drinks are proudly served at many of America’s best bars and restaurants, from Blue Hill to Bourbon & Branch, and are featured as a premium tier to the mixer set at the country’s leading retailers including Safeway, Albertsons, Kroger, Target, Total Wine, BevMo! and Whole Foods. Q Drinks come in eight flavors including tonic water, ginger beer, ginger ale, and club soda.
“People are drinking better spirits and they want better mixers to mix them with,” said Silbert. “We built an incredible foundation over these past eight years and have a line of truly superior products and a sterling reputation among thought leaders both on and off-premise. This round of financing will empower us to aggressively go after the enormous opportunity in front of us.”
About Q Drinks
Q Drinks is America’s leading producer of premium carbonated mixers. Our products are proudly carried by many of America’s best restaurants, bars, and retailers. For more info please visit www.QDrinks.com or call 718.398.6642.