Anheuser-Busch, the leading US brewer and AB InBev subsidiary, has announced it will take full control of wine company Babe Wine through its affiliate ZX Ventures, by buying the outstanding shares in the firm.
Babe Wine was launched as Swish Beverage in 2016, with the aim of creating a “fun, inclusive and portable product”. According to Anheuser-Busch, Babe Wine’s portfolio of rose, pinot grigio and red canned wine has led Babe Wine “to be one of the most photographed wines on Instagram”.
Anheuser-Busch took a minority stake in Babe Wine in 2018.
“Since joining the Anheuser-Busch family, distribution of Babe Wine’s popular Rosé, Pinot Grigio and Red wine has increased dramatically, offering more consumers in more locations the opportunity to enjoy the portable and photogenic pop culture phenomenon”, ZX Ventures said in an announcement.
“We pride ourselves on putting the consumer first and evolving with them through innovation and cultural engagement, and Babe Wine is in a class by itself when it comes to understanding their drinkers and building brand loyalty”, said Anheuser-Busch CEO Michel Doukeris. “We’re looking forward to taking this partnership to the next level and using our distribution capabilities to share Babe’s great portfolio with more consumers around the country”.
Source: AB InBev