Supreme plc, the Manchester-based supplier of vaping supplies, drinks and fast-moving consumer goods, said it has entered into an exclusive five year licensing agreement with energy drink brand Carabao.
Under the terms of the agreement, Supreme will take responsibility for the manufacture and distribution of Carabao energy and isotonic drinks across the UK, marking a significant step forward in the brand’s expansion and long-term growth strategy.
“Carabao has built a strong global identity, supported by its high-profile presence in football, where it has recently extended its sponsorship of the Carabao Cup until 2029,” said Supreme.
“With bold branding, a loyal and blue-chip consumer base (including Morrisons, Asda and Sainsbury’s in the UK), and strong on-shelf recognition, the brand is ideally positioned for accelerated growth in the UK market.
“Supreme’s highly accredited, state-of-the-art soft drinks manufacturing facility and its proven expertise in product development and innovation make it well-placed to accelerate Carabao’s growth in the UK.
“The Group’s extensive distribution network and deep retail relationships further ensure that the brand will achieve broader reach and increased visibility across multiple channels.
“This partnership brings together a powerful combination of Carabao’s brand strength and Supreme’s operational excellence and is expected to deliver substantial benefits for retail partners.
“With Supreme’s focus on category insight, product innovation, and supply chain excellence, retailers can expect innovative new product development, improved availability and service levels and stronger promotional and category support.
“Designed to enhance further the Carabao brand in the UK, the partnership is intended to create compelling opportunities for both existing and new retail partners to capitalise on growth within the energy and functional drinks category.”
Supreme CEO Sandy Chadha said: “Carabao is a fantastic brand with strong heritage, high consumer awareness, and a clear identity in the energy drinks category. This partnership is a perfect fit for Supreme and sits firmly within our sweet spot, leveraging our manufacturing capability, innovation expertise, and distribution strength.
“We see a significant opportunity to build on Carabao’s existing success and drive meaningful growth across the UK market.”
Romtham Sathientham, Managing Director, Carabao Group, said: “As part of our ongoing strategy to strengthen the Carabao brand in the UK, we are pleased to appoint Supreme Imports Limited as our official distribution partner.
“Their strong local expertise and established network make them ideally positioned to support our customers.
“We remain fully committed to the UK and look forward to this next phase of growth with confidence.”