Chicago, IL, July 6, 2016 – Grand Crossing Capital Partners LP (“Grand Crossing”), a family-backed private equity firm based in Chicago, today announced a growth capital investment in a branded energy drink business, Outlaw Beverage LLC (“Outlaw Energy”, or “Outlaw”). Terms of the transaction were not disclosed.
Outlaw Energy conveys an “old west outlaw” image geared towards outdoor enthusiasts and a country music lifestyle. The drink comes in multiple flavors packed with guarana, taurine and B vitamins and is sold primarily through convenience stores in the western U.S. and Mexico. Outlaw Energy was founded and is led by two veteran entrepreneurs in the beverage industry, Doug Weekes and Lance Collins. Weekes formerly ran Kraft’s Coffee and Cold Beverage Businesses and also launched Mio Energy. Collins is a serial beverage entrepreneur who previously founded FUZE, NOS Energy, Body Armor and CORE Natural Water.
“We are delighted to be partnering with entrepreneurs that have proven track records of success in the beverage industry. With favorable trends in the energy drink category, we look forward to helping the Outlaw team grow their unique brand and business.” Brian Jacobsen, Managing Partner at Grand Crossing.
Weekes and Collins launched Outlaw amid a large shakeup for distribution rights that was spurred by Coca-Cola’s investment in Monster Energy. With Coca-Cola as the distribution partner for Monster, Outlaw plans to fill the distribution void throughout North America. “Given current dynamics between energy drink manufacturers and distributors, we feel our timing is perfect to grow Outlaw’s unique brand of energy drinks,” noted Weekes.
Grand Crossing Capital LLC is a Chicago-based private equity fund built to help branded consumer and retail businesses achieve their full potential. The firm provides access to flexible, patient capital and a vast network of operators and innovators to support companies in their next phase of growth. With family backing and deep consumer experience, Grand Crossing provides an increasingly unique offer to business owners and entrepreneurs: valuable strategic partnership without the pressure for short–term wins.
Outlaw Energy is the fourth investment in Grand Crossing’s current fund. More information can be found at www.grandcrossing.com.