Heineken has made its first move into the UK energy drink market by acquiring a minority stake in British startup Tenzing, founded in 2016 by Huib Van Bockel, a former Red Bull executive. The value of the deal remains undisclosed, but the investment represents a significant step in Heineken's strategy to diversify beyond its core beer and cider categories.
Tenzing, known for its plant-based energy drinks made with natural ingredients, currently operates in the United Kingdom, the Netherlands, Switzerland, and Australia. The company had been actively seeking funding to expand its reach and capabilities. Van Bockel emphasized that the decision to partner with Heineken stemmed from a shared commitment to authenticity, community-driven branding, and sustainable product development. “We had interest from several global players,” he noted, “but we chose Heineken because they share what matters most.”
According to Boudewijn Haarsma, CEO of Heineken UK, the investment offers access to a new, fast-growing segment while allowing Tenzing to maintain operational independence. “This is an incredibly exciting step for us,” he stated. “While beer and cider remain core to our business, we are investing selectively in growth markets beyond these. We look forward to sharing valuable lessons and insights as we grow the Tenzing brand together.”
Tenzing aims to benefit not only from Heineken’s financial backing but also its expansive enterprise infrastructure, which includes distribution networks, retail placement, and in-store promotion capabilities. With this partnership, Tenzing expects to accelerate its market penetration, particularly in retail outlets it previously struggled to access.
This marks the latest in a series of non-beer-related investments by Heineken. In 2024, the Dutch company took minority stakes in the Dutch ready-to-drink brand Stëlz (May), the UK hard seltzer label Served (September), and the wellness drink G-Spot (November) (inside.beer, 8.11.2024).
