NewAge has always been committed to the beverage category in all of the channels and beverages still represent almost 50 percent of the company’s portfolio, it sees significant opportunities within the broader consumer goods landscape, leveraging its unique Omni channel route to plug, and, especially, its significant direct and e-commerce presence in major markets around the world.
The change is the follow-up of the recent announcement to mix with ARIIX and 4 additional e-commerce and direct selling companies, which can create a worldwide firm with estimated pro forma revenues in excess of $500 million across quite 75 countries worldwide.
“Evolving to the name NewAge, which we’ve called ourselves for an extended time, was a natural progression for us,” said Brent Willis, a chief military officer of NewAge. He also says their strategy is and has always been to drive healthy functional brands in an Omni channel route to plug, but they’ve broadened their health portfolio beyond beverages.
