Brazil's JAV Group Signs Acquisition Agreement with Denmark's Carlsberg Group

en.Wedoany.com Reported - On November 9, Brazil's JAV Group (Grupo José Augusto Vieira) signed an agreement with Denmark's Carlsberg Group to acquire the latter's beverage manufacturing subsidiary Britvic Brasil for €80 million, equivalent to approximately R$491 million. Britvic Brasil owns brands including Maguary juices and Flying Horse energy drinks, and operates four beverage production plants in Brazil. The transaction is expected to be completed in December 2026.

The transaction covers Britvic Brasil's entire business and its brand portfolio. In addition to Maguary and Flying Horse, Britvic Brasil also owns beverage brands such as Dafruta, Bela Ischia, Extra Power, and Juxx, with products spanning juices, juice drinks, energy drinks, and functional beverages. Upon completion of the acquisition, these brands and the related production and sales operations will be transferred to JAV Group's control.

Britvic Brasil currently operates four production plants, two of which are located in Minas Gerais, with the other two in Ceará and Rio Grande do Sul respectively. The company has its headquarters in São Paulo and conducts nationwide sales and logistics operations through distribution centers across different regions of Brazil, employing more than 2,000 people. The acquisition involves not only brand assets but also production facilities, sales networks, and the existing operating team.

The acquirer, JAV Group, was founded by Brazilian entrepreneur José Augusto Vieira from the state of Sergipe, and its businesses span food and beverages, agriculture, plastic packaging, disposable products, and construction. The group's Maratá brand already covers coffee, condiments, flour, juices, and other food and beverage products. Previously, the group also conducted juice production through Maratá Sucos do Nordeste. This acquisition brings Britvic Brasil's nationwide production and distribution system into the group's operations, expanding its scale in the ready-to-drink juice and other non-alcoholic beverage markets.

Britvic Brasil's history in the Brazilian market began in 2015. That year, Britvic entered the local market by acquiring the Maguary and Dafruta brands, and subsequently acquired Bela Ischia in 2017 to continue expanding its juice and beverage portfolio. In 2023, the company added energy drink brands including Flying Horse and Extra Power, as well as Juxx functional juices and Amazoo açaí beverages, gradually forming a brand portfolio covering multiple beverage segments.

Denmark's Carlsberg Group gained control of Britvic Brasil after completing its acquisition of British beverage manufacturer Britvic in January 2025. Less than two years later, Carlsberg decided to sell the Brazilian business following a comprehensive strategic review. Carlsberg stated that the sale was decided after evaluating future development options for the business, but did not further disclose specific reasons for the sale or a separate financial valuation of Britvic Brasil.