NETHERLANDS – Heineken has acquired a minority stake in the Dutch ready-to-drink (RTD) brand Stëlz for an undisclosed sum.
Founded in 2020 by Milan Voet and Glenn Cornelisse, Stëlz is known for its 4.5% ABV hard seltzers and canned cocktails. The most recent addition to the brand’s portfolio is a lemon-flavored hard iced tea.
Amsterdam-based Stëlz said it would remain “independent” but added Heineken would provide resources to help the company expand in the “beyond beer” category.
Milan Voet, co-founder of Stëlz, stated: “To unlock that potential, we need expertise and strength, and our big neighbor obviously has that. They understand the beverage market like no one else and can help us with knowledge and expertise in the retail, hospitality, and festival domains.”
Stëlz has noted growing consumption of hard seltzer in the Netherlands, projecting that these drinks will account for 18 percent of RTD sales by 2028, up from 13 percent last year.
The company also benefits from partnerships with other shareholders, including music company ID&T, with whom Stëlz has an exclusive supplier deal for festivals, and event planning service This Is Live.
Maarten Schuurman, Managing Director for Heineken’s business in the Netherlands, praised Stëlz’s rapid growth and unique market position, saying, “It is admirable how Stëlz has secured a unique position with their hard seltzer in a short time.
It’s especially about how Stëlz markets it in their own distinctive way: direct and straightforward, with a keen sense of the current zeitgeist and the moments when you enjoy a hard seltzer.”
This acquisition aligns with Heineken’s broader strategy to diversify its beverage offerings.
Last year, Heineken acquired a minority stake in Served, a UK-based RTD brand co-founded by pop star Ellie Goulding. Served specializes in hard seltzers aimed at consumers seeking a modern, health-conscious, social lifestyle.
According to GlobalData, the RTD beverages market was valued at US$2.2 trillion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of more than 5% from 2024 to 2028.
In the UK, Heineken is also focusing on enhancing its pub business. The company announced plans to invest £39 million in reopening about 60 UK pubs and refurbishing “tired” locals in suburban areas to attract more consumers working from home.
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