Prime Drink Group to acquire Beach Day Every Day

Prime will have access to the positive benefits of Beach Day Every Day’s recent expansion activities in the rest of Canada and the United States

Prime Drink Group announced that it has entered into a non-binding letter of intent with Champlain Prime Investments S.E.C. (Champlain) and Prime Affichage to acquire all the issued and outstanding common shares of Prime Capital Investments Inc. (Target), a company incorporated under the laws of Québec that owns the all the rights and assets of the Beach Day Everyday brand.

“The acquisition of Beach Day Every Day, a leading brand in the Québec ready-to-drink beverage market, was a no-brainer for Prime. Notably, this acquisition will enable Prime to add a premium, fast-growing brand to its portfolio. In addition, Prime will have access to the positive benefits of Beach Day Every Day’s recent expansion activities in the rest of Canada and the United States, where the potential market is about 30 times larger than Québec’s,” said Olivier Primeau, Founder and President of Prime Capital Investments and Prime’s Chief Brand and Innovation Officer.

Alexandre Côté, President and CEO of Prime, added: “This acquisition fits perfectly with Prime’s strategy of expansion through acquisitions, and provides us with a high-quality asset that will contribute immediately to our revenues, with high growth potential. What’s more, this acquisition, combined with that of Triani Canada, brings us even closer to our goal of $100 million in annual revenues.”