Nestlé Waters and Columbus Drinks have announced an exclusive partnership that will see the distribution of the Nestea brand in the German and Austrian markets.
This partnership is due to commence on July 1, when a previous license agreement with N-Tea GmbH ends.
Exploiting The Potential
"The licensing is a sign of the recognition and trust of our partner Nestlé. This gives us the opportunity to fully exploit the potential of the Nestea brand in the market,” said Jörg Harders, managing partner of Columbus Drinks.
Due to popular demand, the new bottles will revert to an old Nestea design, featuring the famous blue logo, in 0.5l and 1.5l PET bottles.
"Columbus Drinks is a company that brings years of experience in the beverage industry and excellent expertise in launching premium brands,” said Gareth Jones, head of tea at Nestle Waters Global. “Therefore, I am looking forward to the reintroduction of the original Nestea design in Germany and in Austria. For us, Columbus Drinks is the ideal partner to revive the popular brand.”
The German iced tea market increased by 7.1% in 2018 and is currently worth around €643 million.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Jana Zimmermann. Click subscribe to sign up to ESM: The European Supermarket Magazine.
