Florida-based holding company Golden Grail Technology is continuing to build out its beverage portfolio with the acquisition of kids sparkling water brand Tickle Water, the company announced on Tuesday.
The publicly traded company has been on an M&A streak over the past year, picking up Barebrick Beverage (makers of Trevi Essence Water) in December and Scorpion HEMP Energy earlier this month to complement its other core brand, Spider Energy. Its acquisition of Tickle Water — a line of kids-oriented flavored sparkling water in 8 oz. bottles available in Orange Mango, Green Apple, Watermelon, Grape and Natural (unflavored) — aligns with the company’s mission of targeting “brands that have a proven sales history, loyal consumer following, retail presence and strong value proposition who need assistance to get to the next few levels,” according to a press release. Former Coca-Cola and Celsius marketing executive Erin Heit joined the brand as Chief Marketing Consultant in November.
Launched in 2016, Tickle Water was picked up from another publicly traded holding company, Entertainment & Arts Research Inc. (EARI), which had acquired Tickle Water in its June 2021 purchase of Delaware-based portfolio company Betta4U Brands Inc.
In a release announcing the deal, Heit said Golden Grail plans to relaunch Tickle Water in “thousands of established retailers that previously carried the brand,” a group that includes Walmart, Amazon, Duane Reade, Walgreens and Shop Rite. She also pointedly noted that Golden Grail plans use recently contracted social media consultant Barbara Gobbi of BG Marketing Solutions to “market Tickle Water responsibly to tweens” in response to competitors that have taken a more aggressive stance.
“Recently, we have seen influential water brands promote ‘death’ and destruction to this impressionable audience. We are very put off by their agenda,” she said in the release. “Tickle Water will be endorsing an age-appropriate marketing strategy reinforcing fun, happiness, health and trendiness. We have seen enough ‘death,’ suicide, killings and mental health issues with our children. Advertising to them reinforcing negativity is just plain irresponsible. Golden Grail will be utilizing their recently contracted social media agency to promote this tween brand in a positive and uplifting responsible way.”