AB InBev Jumps Into Energy Drink, Juice Market With Purchase Of Hiball

In recent years, Anheuser-Busch InBev has been padding its portfolio by purchasing craft brewer after craft brewer, but the beverage giant’s latest merger is a bit different — it doesn’t include alcohol. 

AB InBev announced this week that it would purchase California-based energy drink company Hiball, carving out yet another notch in its non-alcoholic belt.

The deal, for which financial terms were not released, will bring Hiball’s line of organic energy drinks, and sparkling energy waters, as well as Alta Palla drinks under the AB InBev umbrella.

Hiball’s beverages, which use organic ingredients, could help AB InBev appeal to the health-conscious consumers.

Likewise, with AB InBev’s wholesale network, HiBalll and Alta Palla will be able to expand the drinks’ availability.

This isn’t the first time AB InBev has branched out from its alcohol background. The company previously partnered with Starbucks on bottled Teavana tea drinks.