In early 2003 TSG partnered with the founder of Glaceau to provide minority equity capital to support the growth of the business, which included expanded distribution and new products.
When TSG exited its investment to the Tata Group in connection with a recapitalization of the company in 2006, sales had increased by seven times as compared to the year prior to TSG’s investment.
Glaceau pioneered the enhanced water category through its Vitaminwater®, SmartWater and FruitWater brands. Its waters offered consumers more flavor vs. bottled water and a non-carbonated, lower calorie option vs. carbonated soft drinks, while also providing real functional benefits through vitamin and mineral supplementation.
Prior to TSG’s investment Glaceau had built a regional direct-store-distribution (DSD) network in Metro New York and other Northeastern markets. Over the course of its partnership with Glaceau, TSG encouraged:
|A focus on the Vitaminwater® brand|
|Significant investment ahead of sales in building a national independent DSD network|
|Opening new geographies with innovative guerilla marketing campaigns that drove consumer awareness and trial|
|Relationships with celebrities and athletes to further enhance brand appeal, including: Fifty Cent (Formula 50 flavor), Brian Urlacher (54 flavor) and Jennifer Aniston (advertising spokesperson)|