Raleigh, N.C.-based Next Century Spirits, a growing company that uses its proprietary blending and filtration technology for its portfolio of owned brands and a robust business-to-business and white label business, announced the acquisition of XED Beverages, a leading future-focused beverage company.
On the heels of several announcements, including the launch of Truthteller 1839 Whiskey in partnership with Fox Entertainment, the national rollout of Bear Fight American Single Malt Whiskey, Co-Founded by Seth McFarlane, and the recent launch of the golf inspired RTD, Caddy Cocktails with Greg Norman, Next Century Spirits has finalized the acquisition of XED Beverages, owners of a high-growth, ready-to-drink seltzer portfolio that focuses on creating “better for you” brands, it says.
XED launched its first brand SESH in March 2021 and has quickly established it as one of the fastest growing brands on the market with best-in-class rate of sale and velocity metrics, according to the company. Having initially launched in four test markets, SESH outperformed the category average by plus-46% (dollars / facing) and is now a Top 10 overall brand (adjusted for category weighted distribution) in focus markets and is in major retailers in 11 states and counting, the company states. XED recently launched the second brand in its portfolio: a sake based spiked seltzer called HAPE. Available exclusively in key retailers in California, HAPE is made with only real tea, real fruit, and real premium junmai sake.
“The acquisition of XED Beverages is another positive step in the growth of our portfolio,” said Co-CEO Anthony Moniello in a statement. “XED has great momentum and their consumer first mindset fits right into Next Century’s Spirits philosophy. We believe that with our growing route to market team, NCS will help accelerate the growth of both SESH and HAPE and ensure consumers are getting access to these amazing products.”
This acquisition continues to accelerate NCS’s emergence as a total beverage alcohol companies and re-emphasizes NCS’ focus on launching consumer driven brands with award-winning liquid in growing categories, it says. NCS’s owned brand portfolio: Creek Water Whiskey, a 100-proof whiskey Co-Founded by rapper/musician Yelawolf; Caddy Cocktails, a golf occasion based RTD in partnership with legendary golfer Greg Norman’ and Bear Fight, an award-winning American Single Malt Whiskey on the market Co-founded by Seth MacFarlane. The portfolio now adds XED’s brands: SESH and HAPE Sake Spritz, with several highly disruptive brands in development and launches scheduled over the coming years.
“We are incredibly excited and energized to be partnering with Next Century Spirits and continuing to build towards our vision: creating a dynamic and differentiated portfolio of beverage brands that stand the test of time,” said XED co-Founders Zeke Bronfman and Nate Medow in a statement. “We look forward to accelerating the exponential growth of our brands ― SESH and HAPE ― with the support of NCS’ sales and distribution team and creating new to world brands together to complement NCS’ existing portfolio and meet evolving consumer needs.”
