PLANO, Texas, and WHITE PLAINS, N.Y. -- A month after losing distribution rights to Fiji Water, Keurig Dr Pepper (KDP) has entered into a distribution agreement with Danone Waters of America to sell, distribute and merchandise Evian bottled water across the United States. The deal is as part of a long-term master distribution agreement "designed to accelerate the brand's growth," the companies said Oct. 30.
This partnership includes coverage of grocery, mass, club, convenience, drug and independent stores, as well as e-commerce.
"We see Evian as a global brand with tremendous growth potential in the U.S., and we are thrilled with the opportunity this new relationship provides to both companies," said Derek Hopkins, KDP chief commercial officer. "KDP remains committed to our partnership model, with Evian representing an important and unique addition to our portfolio."
Antoine Portmann, president and general manager of Danone Waters, added, "With the aim to accelerate growth in the U.S. market, we are bringing on a distribution partner with the size and scale, sales capabilities and distribution coverage to match our ambition. This step change in Evian's distribution solidifies the company's intention to accelerate growth by bringing the No. 1 premium global natural spring water closer to the hands of U.S. consumers who prefer naturally occurring electrolytes and minerals from the brand's unique source in the heart of the French Alps."
KDP represents several independently owned beverage brands, such as High Brew Cold Brew Coffee, Vita Coco and Runa Energy, extending the drinks' reach via the KDP distribution system. On Oct. 1, Fiji Water exited it KDP partnership after announcing in July that it planned to establish its own retail distribution model. That left KDP with an opening to bring on a new premium bottled-water brand.
"With our ability to sell in, distribute and provide excellent in-store execution to more than 150,000 large and small format stores across the country, we are confident that the KDP team will enable Evian to capitalize on the accelerated growth of the premium water category," said Rodger Collins, KDP president of direct store delivery.
Evian's existing distributors will continue to handle distribution in the New York metro area, the on-premise and natural channels and certain other limited accounts/channels. KDP's company-owned direct-store-delivery network and independent bottler distributor network will handle distribution in all other areas. Terms and length of the agreement were not disclosed.