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Vitamin Water Article
Energy Brands
Type
Private (subsidiary of The Coca-Cola Company)
Founded
May 1996
Founder(s)
J. Darius Bikoff
Headquarters
Whitestone, New York, United States
Number of locations
37
Key people
J. Darius Bikoff, CEO
Mike Repole, President
Mike Venuti, CFO
Carol Dollard, COO
Industry
Beverage manufacturing and bottling
Products
Vitaminwater
Smartwater
Vitaminwater10
Revenue
US$350 million (2006)
Employees
750
Parent
The Coca-Cola Company
Website
EnergyBrands.com
Energy Brands, also doing business as Glacéau, is a privately owned subsidiary of Coca-Cola Company based in Whitestone, New York City that manufactures and distributes various lines of enhanced water. Founded in May 1996 by J. Darius Bikoff with an electrolyte enhanced line of water called Smartwater, Energy Brands initially distributed its products to health food stores and independent retailers in the New York area. Adding Fruitwater and Vitaminwater to its line in 1998 and 2000, respectively, the company expanded to nationwide distribution in the early 2000s.
By 2002, the Glacéau line of waters were the top selling enhanced water brand in the United States, with the company's Vitaminwater being its best selling product. In 2006, the company earned US$350 million in revenues, and In 2008, the company began its global expansion, launching its products in the United Kingdom and Australia.
Primarily owned by Birkoff, employees, and small investors, rap artist Curtis Jackson—known as 50 Cent—obtained a 10% share of the company as an independent subsidiary, leaving its actual operations with its existing management including Bikoff.
Contents
1 History
1.1 Legal disputes
2 Business model
2.1 Financials
2.2 Products
3 References
4
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