Glaceau Vitaminwater is marketing and distributing a range of flavored water products that are enhanced with vitamins, antioxydants, electrolytes and other nutrients to deliver specific consumer benefits (energy, balance, focus, immunity, etc.) under the brand names Vitaminwater and Smartwater. Over the years, the brand has leveraged “guerilla” marketing, independent distributors and product innovation to become the undisputed leader of the enhanced water category in the US.
Verlinvest first invested in Glaceau in 2002 to support the company’s fast growth. In 2007, it was sold to Coca-Cola for $4.1bn, resulting in a very high money multiple for Verlinvest.