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Astralis Group and Danish brewery Royal Unibrew have entered into a partnership that will see a new line of soft drinks sold under the Astralis and CULT brand. The cans will be Astralis branded and promote performance culture and a positive lifestyle. Additionally, The agreement includes the Nordic market, and Astralis has noted it expects to gain experience for further development into this segment in other markets.
According to the agreement, the deal includes both a sponsorship and a royalty leg.
“The Astralis brand has been built around performance, personality and creating great experiences for fans of all kinds,” said CCO and Co-Founder of Astralis and Astralis Group, Jakob Kristensen. “Until now, we have focused our resources upon the development of our digital products and merchandise, and the cooperation with Royal Unibrew around a range of new soft drink products will give us an additional dimension to the business and in our ongoing dialogue with fans.”
Initially, the deal will see a launch of two products this spring, both developed together with the players and the organization.
This marks the third announcement in 2020 of brands partnering with Astralis Group. The company has inked deals with OMEN by HP and CS:Money.
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