UK/Netherlands: Heineken family buys minority stake in Double Dutch

The Heineken family has acquired a 10% minority stake in Lomdon-based premium tonic and mixer brand Double Dutch. Founded in 2015 by Dutch twin sisters Raissa and Joyce de Haas, Double Dutch has already captured a share of 8% of the market in the UK and sells more than one million bottles of its premium tonics and mixers per month in 26 countries.

Michel de Carvalho, husband of Charlene de Carvalho-Heineken, will join the supervisory board of Double Dutch. As a 23% shareholder in Heineken and member of the supervisory board, he is well acquainted with the global beverage market and will use his expertise and network to promote the young brand.

Michel de Carvalho and Charlene de Carvalho-Heineken reside in London with their five children.

Commenting on the deal, Michel de Carvalho said: “This is our first family venture into tonics and Double Dutch is an exciting brand with two driven, ambitious young Dutch women entrepreneurs behind it.

“I am optimistic, despite the challenges that the current pandemic presents, that Double Dutch will continue to grow exponentially as it has done over the last three years.

“I see the growth in premium tonics continuing, with the demand for luxury soft drinks, healthier low sugar alternatives and unique mixers for exclusive variants of gin and vodka increasing, and Double Dutch fulfills all of those.”

Raissa de Haas said that she was also “delighted to have the Heineken family on board” and that it’s “an honour that they recognise the potential of our business.” She also emphasized that “the relationship is a perfect cultural fit – both businesses are Dutch, family-owned and female-driven – we couldn’t be happier.”

When asked about what was unique about Double Dutch, Raissa de Haas said: “Each bottle of Double Dutch is made entirely in the UK with no artificial flavouring, colouring or preservatives. We only use natural ingredients, blending them with the highest quality spring water from the North of England to create crisp, fresh and innovative mixers for refined palettes. Our drinks are also low in calories and only use natural sweeteners.”

The concept is so successful that Double Dutch won the Foodpreneur Award from Richard Branson & the Best Adult Soft Drink Award at the World Beverage Innovation Awards in 2016.

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