TENZING climbs higher with Heineken deal

A London-based energy drink business has secured backing from a major global beverage brand.

TENZING has received investment from Heineken UK, marking the brewing giant’s first move into the £2.2 billion energy drink market. 

Bosses say the minority stake will allow TENZING – named after famous Sherpa mountaineer Tenzing Norgay – to retain its independence while benefiting from insights and limited distribution through Heineken’s network. 

Huib Van Bockel, chief executive and founder of TENZING, said: “TENZING has been built by a dedicated team, united by a clear mission: to change the energy drink game for good. 

“We’re proud to be a certified B Corp, use Rainforest Alliance ingredients, and we are the first soft drink in the world to carbon label. 

“In just a few years, we’ve become a serious player – without ever compromising our values.

“To take on the energy giants, we looked for a partner who could help us scale while staying true to who we are. 

“We had interest from several global players but chose Heineken because they share what matters most: a belief in craft, natural ingredients and building brands around community. 

“They’re a family business that backs bold ideas and challenges the status quo. 

“We’ll learn from them – but it’s still that same team running TENZING independently.”

Boudewijn Haarsma, managing director of Heineken UK, added: “This is an incredibly exciting step for us. 

“Next to developing and stretching the beer and cider categories, which remain core to us, we are keen to selectively invest in growth markets.

“We’re proud to partner with a certified B Corp company, one that has strong values, a clear vision for the category and is totally committed to a product that is better for the consumer.

“It is Heineken UK’s first investment into the rapidly growing energy drinks market, and we look forward to sharing valuable lessons and insights as we help grow the TENZING brand together.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →