UK – Heineken has acquired a minority stake in UK-based functional drinks brand G Spot, founded by American actor Gillian Anderson.
While financial details remain undisclosed, this move marks Heineken’s growing interest in diversifying its portfolio beyond traditional alcoholic beverages to include wellness-focused, functional drinks.
Rajeev Sathyesh, Marketing Director of Heineken’s UK division, expressed enthusiasm for the new investment, stating, “This is an exciting investment and comes as part of our commitment to expand beyond our well-established beer and cider portfolio. The functional drinks category is expanding, offering consumers new choices, and we view G Spot as one of the most exciting brands in this space.”
Founded just last year, G Spot has quickly gained traction in the functional drinks market. The brand offers a range of low-calorie, sugar-free drinks, infused with adaptogens and nootropics designed to promote well-being.
The range includes four SKUs—Arouse, Lift, Protect, and Soothe—all of which feature natural ingredients like butterfly pea flower, the amino acid theanine, and reishi mushroom.
G Spot’s current products are vegan and marketed as alternatives to traditional wellness brands, catering particularly to female consumers.
With Heineken’s support, G Spot is set to expand distribution and marketing efforts across the UK, where it is currently sold online and through select retailers, including Fortnum & Mason, Harvey Nichols, and WH Smith travel outlets.
Looking ahead, G Spot aims to expand its reach internationally, recently entering the US market in October.
Gillian Anderson stated, “I am thrilled to be partnering with Heineken, which allows us to take the next step in growing G Spot as a bold alternative to traditional wellness brands. We’re excited to continue empowering people, especially women, with drinks that prioritize natural ingredients, vegan formulas, and functional benefits—all while redefining what it means to live well.”
Heineken’s investment in G Spot is the latest in a series of moves to diversify into the non-alcoholic and wellness sector.
In May, Heineken acquired a stake in Dutch ready-to-drink seltzer brand Stëlz, and in September, it purchased a “significant” minority share in UK hard seltzer label Served.
Concurrently, the company has installed its first glass recycling center in Brazil, located in Jaboatão dos Guararapes.
With an investment of R$8 million (US$1.39M), the facility aims to increase Brazil’s glass recycling rate from its current 20%.
In partnership with waste management company Ambipar, Heineken plans to sell processed glass to the glass industry, creating a circularity cycle that promotes sustainability and income generation.
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