Partnership with Hiball Energy, Alta Palla Brands creates opportunity in healthy energy drinks and sparkling waters
Anheuser-Busch announced its acquisition of Hiball, maker of the category-leading organic energy drinks and sparkling energy waters by the same name, as well as Alta Palla ("high ball" in Italian), a brand of organic sparkling juices and sparkling waters. Hiball's success in the energy and sparkling water categories – two of the fastest-growing categories in the beverage industry – will further deepen A-B's investments in the no-alcohol sector. Hiball Energy and Alta Palla, Hiball's two signature brands, will benefit from Anheuser-Busch's brand-building experience, its amazing wholesaler network, and its operational expertise.
Hiball's founders and team pioneered the category of natural, organic energy drinks aimed at consumers who want the boost of energy, with less or no sugar, and organic ingredients. Hiball's energy drinks and sparkling energy waters are made with a proprietary, organic-certified energy blend, consisting of caffeine, guarana, and ginseng. Hiball's products target some of the most important trends in the beverage space today, including health and wellness, natural and sustainably-sourced ingredients, energy-boosting products, and attractive, aspirational brands.