PhoenixBev accentuates its presence in Reunion Island

PhoenixBev, which announced its intention to buy the Edena company from Reunion island in 2015, has recently received approval from the Competition Authority to proceed with the transaction. This acquisition of Edena Company goes in line with PhoenixBev’s will to continue its regional expansion strategy. The Edena company, the leading bottle spring water in Reunion, markets brands including Edena, Bagatelle and Volcanik. The brand is known as the real “natural source of well-being” of Réunionnais. Since 1972 Edena spring water is distinguished by two forces: purity and quality. On its side PhoenixBev group is present in Reunion since 2009 through its subsidiary Phoenix Réunion SARL and has a market share of between 7 and 8% in the segment of beers. The merger of these two companies is part of a growth momentum, thanks to their complementary range of products. With the acquisition of Edena, PhoenixBev has a beverage portfolio (beer, spring water, soda, liquor) which meets the needs of a Reunion clientele looking for innovative and quality products. “This new division adds value to the global service offered to the Reunion customers. We are convinced that by joining Edena’s and Phoenix’s expertise, we will consolidate our position as in Reunion in addition to strengthening our brands. It allows us to penetrate other product categories. This merger will allow the Edena company to become an indisputable force in the beverage industry and, given the reputation of its brands, its industrial and logistics, PhoenixBev group will make it its force in Reunion”, emphasized Bernard Theys CEO of PhoenixBev. Following the acquisition of the company, no change in the personnel is planned up till now. The logistical synergies between Phoenix Reunion SARL and Edena company are also envisaged to allow the two entities to take full advantage of the expertise available within the group. In 2014, the Edena company marketed 500 000 hectoliters of water for a turnover of 16 million euros.