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Beverage Marketing News Fax
Grand Vision, Tall Order For Viking Bottled Water CompanyBy Richard Davis (Adds details, byline, to previous story)NEW YORK CITY--(BEVERAGE MARKETING)--Saturday, December 4, 2004The fragmented Scandinavian bottled water industry has generated a torrent of new so called "designer waters", the latest to wash up on the shores of Vinland - is from VOSS of Norway ASA, the parent company of VOSS USA Inc., who recently signed a private placement led by The Shansby Group, a private equity firm that specializes in investing in branded consumer product companies. The terms of the investment were not disclosed. With all the breakneck speed of a Viking raiding party, VOSS Artesian Water has captured the High-end Hotel and restaurant market for bottled water by storm. Who would have guessed that the ubiquitous pastel bottle of Evian would fall fashion victim to a Norwegian spring water from the wilds of Norway. "Viking" Chief Executive Officer Ole Christian Sandberg has reinvented Nordic bottled water with his flagship brand: VOSS Artesian Water, which may be perhaps one of the world's purest waters on the market today. "We are extremely pleased to add The Shansby Group as an investor," said Mr. Sandberg. "We greatly value their capabilities and extensive track record of building successful consumer brands."VOSS's uniquely designed cylindrical bottle, unmatched water purity, and innovative distribution strategy have made it one of the leading ultra-premium bottled water brands. The company bottles at a secluded spring near Stavanger where legion has it that a Viking Chieftain drank from the spring in the year 1028. Norway's first inhabitants settled around Stavanger 10,000 years ago. It was also here the Norwegian Kingdom was consolidated into one realm in the Hafrsfjord when the Vikings met in battle in 872 AD. VOSS operates its sales and marketing functions out of New York. The high-flying start-up has been criticized of late as being an over-priced posh restaurant style water, (as much as $16 dollars a bottle in some New York restaurants) in what looks like a French perfume bottle, however VOSS's clean package was inspired by a tall glacial water-fall, in fact - that is the old Norse translation of the word "voss", which is still in use today in Icelandic, but despite the flack, investors love the water and are confident they are not pouring their money down the drain, despite a new wave of high-profile and revamped Scandinavian bottled waters entering the US bottled water market again, who could forget Volvo's Ramlösa - the one time bottled water King of Sweden. The dilemma faced by VOSS is that international demand is still greater than its current production, a nice long boat to be in, but the spring water saga continues for our Norse explorers."Voss is well known as selling one of the world's purest waters to only the finest hotels and restaurants." said Charles ("Chuck") H. Esserman, Co-founder and Managing Director of The Shansby Group. "The Company has no desire nor intention to be a mass market brand. It's not surprising that demand is extremely strong for their ultra-premium product." said Esserman. The Shansby Group is a leading private equity firm focused exclusively on investing in branded consumer product companies. With over $800 million in capital under management, The Shansby Group has invested in such brands as Terra Chips, glaceau vitaminwater, Don Miguel, Famous Amos, MET-Rx, Mauna Loa and others. The firm works closely with management teams to build leading companies and strong brands. For more inf. check out www.shansby.com or www.vosswater.com.CONTACT:VOSS USA Inc.Nina Brondmo 212/995-2255nina@vosswater.com-or-The Shansby GroupSteven S. Anreder 212/532-3232steven.anreder@anreder.com
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