Energy Brands: Energy Brands, also doing business as Glacéau, is a privately owned subsidiary of Coca-Cola Company based in White`stone, 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. The company then began its global expansion, launching its products in the United Kingdom and Australia in 2008 and France in 2009.

Energy Brands is owned primarily by Bikoff, employees, and small investors. Rap artist Curtis Jackson—known as 50 Cent—obtained a 10% share of the company as part of an endorsement deal. 30% equity was sold to LVMH sometime in the 2000s, which in turn sold those shares. The shares eventually were sold to India-based Tata Group in August 2006, which held the shares until May 2007 when Coca-Cola Company purchased the company as an independent subsidiary, leaving its actual operations with its existing management including Bikoff.

History:

J. Darius Bikoff, a self-proclaimed health nut born on September 21, 1961, first conceived of the idea of vitamin enhanced water in 1996. According to him, he was feeling "run down" and concerned he was catching a cold, so he took some Vitamin C and drank some mineral water. As he consumed the items, he started thinking about the idea of having them together instead of having to take them separately. He founded Energy Brands in May 1996 using his personal savings and contracting with an aquifer in Connecticut for the base water used. The individual products carried the Glacéau name, with the company's first product being Glacéau Smartwater.

Reflecting on the company's early history, Bikoff notes that it was "very tough" as he struggled with founding the company having no actual experience in beverage manufacturing, beyond working in an aluminum fabrication factory. While launching his company, he was also having to deal with personal struggles including a divorce and having to file for bankruptcy. He started by personally introducing Smartwater to smaller independent natural food stores around New York, moving to a statewide launch when the product became successful. He used this same basic method, adding in "mom-and-pop stores", for the launches of Fruitwater and Vitaminwater in 1998 and 2000, respectively. By 2001, the company's drinks were sold in over 4,000 retail stores in the New York area. According to Bikoff, this enabled his products to go unnoticed by the large beverage makers until the product was firmly established when he could then cultivate relationships with various independent distributors opening the way for nationwide distribution.

Birkoff eventually allowed LVMH to buy a 30% equity share in the company. LVMH later sold the stake to another investor, who in turn sold it again. The shares ended up in the hands of India-based Tata Group in August 2006, which paid $677 million for the 30% equity, seeking to expand its American business interests. The following year, on May 25, 2007, Birkoff agreed to sell the company to The Coca-Cola Company for $4.1 billion. $1.2 billion of the sales went to the Tata Group for its 30% minority ownership, which Tata agreed to sell not wishing to be a subsidiary of Coca-Cola. Under the purchase agreement, Energy Brands remains nearly autonomous as a subsidiary of Coca-Cola, with Coca-Cola primarily operating with a hands off method, leaving Birkoff and Energy Brands principal operating officers in charge. In discussing the role of Coca-Cola, Birkoff states: "We run independently, we have our own offices. If Coca-Cola don't call me, I don't call them."

In 2008, Energy Brands began launching its products in the United Kingdom with France following in 2009. The company eventually plans to expand to Australia, Canada, and Mexico.

email Lacey at: DarlingLace14@live.com