Constellation Brands is betting on it.
The company is acquiring SpikedAde, a U.S. ready-to-drink brand inspired by the flavours and positioning of sports drinks, for $75 million upfront, with the total consideration potentially reaching $353 million through performance-based payments over five years.
The deal is less about buying another alcohol brand than it is about buying into a changing drinking occasion.
SpikedAde sits at the intersection of several categories that have been...
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