The Beverage Company

What The Beverage Company does

The Beverage Company (BevCo), legally Little Green Beverages Proprietary Limited, is a South African carbonated beverage and energy drink manufacturer founded in 1948 with over 75 years of heritage in the Sub-Saharan African soft drink market. The company operates as the exclusive PepsiCo franchise bottler in South Africa under a partnership originally forged in 2018 and renewed in August 2023, manufacturing and distributing Pepsi, Pepsi Zero Sugar, Pepsi Light, Mountain Dew, Mirinda, 7-Up Free, and Rockstar. Alongside the franchise portfolio, BevCo owns and distributes a portfolio of regional soft drink and energy brands — Reboost, Refreshhh, Jive, Coo-ee, Super C (Energy), Pink Lemonade, and a Mocktail range — with several regional brands (Jive, Coo-ee, Refreshhh) geographically anchored to specific South African provinces. It also contract-manufactures the Super C glucose drink under a brand-ownership arrangement with Premier FMCG.

The core operating model is physical-goods manufacturing and route-to-market distribution rather than software or services. BevCo runs four regional distribution centres across Gauteng, Kwa-Zulu Natal, Eastern Cape, and Western Cape, supported by a branded own-fleet distribution network that reaches formal retail, wholesale customers, and informal markets (spaza shops). Distinctive technical elements include early-stage rPET (recycled polyethylene terephthalate) trials in 2L preforms and a lightweight packaging focus. Marketing spans social media, traditional TV/radio/billboards, retailer promotions (SPAR, Shoprite Checkers, Pick n Pay, Roman's Pizza, SuperSport Schools), and community/CSI programs.

Commercially, revenue is generated through wholesale and retail product sales across South Africa and selected Southern African markets (Botswana, Namibia, Mozambique, Zimbabwe, Eswatini). Pricing is not publicly disclosed and is set through retail and wholesale channels. Following the May 2024 acquisition by Varun Beverages Ltd (PepsiCo's largest franchise bottler outside the US) for approximately R3 billion, BevCo operates as a wholly-owned subsidiary of a publicly listed Indian multinational, with subsequent inorganic moves into Twizza (Dec 2025) and Crickley Dairy (Mar 2026) extending the platform into adjacent soft drink and dairy categories.

Name

The Beverage Company

Legal name

Little Green Beverages Proprietary Limited

Website

https://thebeveragecompany.co.za/brands/

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

The Beverage Company (BevCo) is a South African carbonated beverage and energy drink manufacturer operating as PepsiCo's exclusive franchise bottler in South Africa, producing franchise brands (Pepsi, Mountain Dew, Mirinda, 7-Up Free, Rockstar) alongside owned regional brands (Reboost, Refreshhh, Jive, Coo-ee, SuperC, Mocktail range) distributed nationwide via its own fleet.

Ownership category

akta.pro rank

Product category

Carbonated Soft Drinks and Bottled Beverages

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Carbonated Beverage Contract Manufacturing (CSD, Seltzer, Sparkling) (AFAFAIAK)

akta.pro secondary industries

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Sports Drinks & Hydration Beverages (CRADAHAK), Non-Alcoholic Beverage Bottling/Canning & Packaging Operations (AFAFABAO)

Keywords

• Carbonated soft drinks
• Beverage manufacturing
• Energy drink production
• Franchise bottling
• Beverage distribution

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Beverage Manufacturing and Distribution: Manufactures and distributes carbonated soft drinks, energy drinks, mixers and still water under both own brands (Reboost, Refreshhh, Jive, Coo-ee, Super C) and PepsiCo brands (Pepsi, Pepsi Max, Pepsi Light, Mountain Dew, 7UP Free, Mirinda, Rockstar). Revenue generated through product sales to retail and wholesale customers across South Africa.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Beverage Company manufactures, packages and distributes carbonated soft drinks, energy drinks, mixers and still water across South Africa. It operates as the exclusive PepsiCo franchise bottler for brands such as Pepsi, Mountain Dew, 7UP Free, Mirinda and Rockstar, and markets its own heritage brands including Reboost, Refreshhh, Jive, Coo-ee, Super C, Pink Lemonade and a Mocktail range. Distribution is handled through the company's own fleet and four regional distribution centres to formal retail, wholesale and informal markets.

Product overview

The Beverage Company (BevCo) is a South African beverage manufacturer operating as PepsiCo's exclusive franchise bottler and owner of several local brands. The portfolio comprises two main categories: (1) PepsiCo franchise brands including Pepsi, Pepsi Zero Sugar, Pepsi Light, Mountain Dew, Mirinda, 7-Up Free, and Rockstar; and (2) owned brands including Reboost (energy drinks), Refreshhh/Jive/Coo-ee (regional soft drinks), SuperC Energy (glucose-based energy drink), Pink Lemonade (flavored soft drink supporting breast cancer awareness), and the Mocktail Range (premium ready-to-drink mocktails). The company produces carbonated soft drinks, energy drinks, mixers, and still water, with over 75 years of heritage in the Sub-Saharan Africa soft drink market.

Differentiator

Problem solved

Functional benefit

Brands

• Reboost: Energy drink brand
• Refreshhh
• Jive
• Coo-ee
• Super C
• Pink Lemonade

Products and services

• Reboost Energy Drink Energy drink brand owned by BevCo, offered in multiple flavours including the award-winning Watermelon Splash variant, sold through formal retail and informal channels across South Africa.
• Refreshhh Soft Drink South African heritage soft drink brand offering cola and other flavoured beverages, part of BevCo's owned portfolio and distributed nationally.
• Jive Soft Drink South African heritage soft drink brand in BevCo's owned portfolio, with primary distribution in the Western Cape region.
• Coo-ee Soft Drink South African heritage soft drink brand in BevCo's owned portfolio, with primary distribution in the KwaZulu-Natal region.
• Super C Energy Drink Glucose-based energy drink with Vitamin C and Zinc in a caffeine-free formula, designed for sports enthusiasts and hydration. Brand owned by Premier FMCG with BevCo handling manufacturing and distribution.
• Pink Lemonade Soft Drink Pink lemonade flavoured soft drink sold by BevCo with a portion of proceeds donated to Pink Drive South Africa in support of mobile mammography units and cancer screening.
• Mocktail 500ml Can Range Premium ready-to-drink mocktail beverages in 500ml cans across Colada, Mojito and Daiquiri flavours, distributed regionally under the Coo-ee, Jive and Refreshhh brands.
• Pepsi Franchise Brand Portfolio Carbonated soft drinks manufactured and distributed by BevCo under the PepsiCo franchise agreement in South Africa, covering Pepsi, Pepsi Zero Sugar, Pepsi Light, Mountain Dew, 7UP Free, Mirinda and Rockstar energy drink.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered minor and core.

• Raimondi TradingminorGTM or Marketing Partner · 1 June 2026Promotional competition partnership with Raimondi stores where consumers purchasing PepsiCo brands receive prizes including fridges and umbrellas through in-store competitions.
• Shoprite CheckersminorGTM or Marketing Partner · 12 January 2026Super C Checkers & Shoprite Competition partnership with R200,000 prize pool of 400 R500 vouchers. Consumers purchase Super C products and swipe Xtra Savings card for entry.
• The SPAR GroupminorGTM or Marketing Partner · 9 January 2026Super C Spar Rewards Competition partnership where consumers purchase Super C products from SPAR stores and swipe SPAR Rewards card for automatic entry into competition to win SPAR Digital Vouchers.
• Pick n PayminorGTM or Marketing Partner · 9 January 2026Super C Smart Shopper Competition partnership with R100,000 prize pool. Consumers purchase Super C products from Pick n Pay and swipe Smart Shopper Card for entry into draw for Smart Shopper points.
• Premier FMCGcoreStrategic or Co-development Partner · 1 November 2025Super C brand owner partnership for manufacturing and distribution of Super C glucose drinks. Premier FMCG owns the Super C brand while BevCo handles production and distribution.
• SuperSport SchoolsminorGTM or Marketing Partner · 20 August 2024SuperC Energy Drink partnership as Official Hydration Partner of SuperSport Schools. Partnership aims to fuel athletic performance of young sportspeople nationwide through sports coverage, community engagement, and product sampling at schools and sporting festivals.
• Varun BeveragescoreStrategic or Co-development Partner · 1 May 2024Varun Beverages, PepsiCo's largest franchise bottler outside the United States, completed acquisition of BevCo for approximately R3 billion in May 2024. This marked a pivotal moment for the South African beverage sector, bringing global expertise and resources to local operations.
• Roman's PizzaminorGTM or Marketing Partner · 1 November 2023Exclusive Pepsi partnership with Roman's Pizza running from November 2023 to January 2024, supported by nationwide marketing blitz including TV spots, radio jingles, and billboards.
• SOS Children's Villages EnnerdaleminorGTM or Marketing Partner · 1 September 2023Charity partnership involving donation of Refreshhh soft drinks to support children at the SOS village, demonstrating commitment to community welfare and corporate social responsibility.
• Spreading the Love Children's CharityminorGTM or Marketing Partner · 1 September 2023Donated 182 cases of Refreshhh Cola to Spreading the Love Children's Charity for their Easter Fun Day serving 300 underprivileged children in Danville, Pretoria.
• PepsiCocoreStrategic or Co-development Partner · 29 August 2023BevCo secured exclusive manufacturing, distribution and marketing services for the PepsiCo brand portfolio including Pepsi, Pepsi Max, Pepsi Light, Mountain Dew, 7UP Free, Mirinda and Rockstar since forging partnership in 2018. The partnership was renewed in August 2023, marking continued collaboration with global PepsiCo brands.
• Training ForceminorStrategic or Co-development Partner · 1 August 2023Partnership for Employed Learnership programme: National Certificate in Management (NQF 3). Celebrated 14 management graduates in August 2023, supporting skills development and job creation.
• Pink Drive South AfricaminorGTM or Marketing Partner · 15 November 2022Partnership includes R300,000 donation and portion of proceeds from Pink Lemonade soft drink sales donated to breast cancer awareness organization. With every Pink Lemonade sold, a portion of proceeds is donated to support Pink Drive's mobile mammography units and cancer screenings.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Varun Beverages: Parent company of BevCo and PepsiCo's largest franchise bottler outside the US, operating across South Asia, Africa and other emerging markets. Comparable in business model (PepsiCo franchise bottling) and category footprint but at much greater geographic and revenue scale.
• Britvic plc: UK-listed branded CSD, energy and mixers manufacturer (Pepsi brands in UK/Ireland, plus own brands like Robinsons, J2O, Tango). Closely comparable CSD and mixers portfolio and Pepsi franchise bottling model, though UK/Europe focused.
• Keurig Dr Pepper: Large North American beverage manufacturer with portfolio spanning CSDs (Dr Pepper, 7UP, Snapple) and a long-standing Pepsi bottling alliance. Comparable as a large-scale franchise bottler and multi-brand carbonated soft drink producer, though at materially larger scale and broader geography.

Direct peers

• Refresco Group: Independent large-scale beverage co-manufacturer producing CSDs, juices and RTD drinks for retailers and brand owners across Europe and North America. Closely comparable contract manufacturing and bottling model with multi-category, multi-brand exposure.
• Cott Corporation: Global contract beverage manufacturer and route-to-market provider for retailers and brand owners in CSDs, water and ready-to-drink categories. Closely comparable business model as a bottler and co-packer serving major brand portfolios.
• National Beverage Corp: US-listed carbonated soft drink company behind brands like LaCroix, Shasta and Faygo, focused on flavoured CSDs and energy drinks. Comparable as an independent branded CSD and energy-drink producer operating without a global parent bottler relationship.
• Coca-Cola Beverages Africa: Direct competitor to BevCo in South Africa, bottling and distributing the full Coca-Cola portfolio (Coke, Sprite, Fanta, Schweppes, Appletiser). Most relevant direct competitor operating in identical carbonated soft drinks, energy and still water categories with the same retail and informal-market channels.

Regional players

• Twizza: South African independent soft drink manufacturer competing in colas, mixers and energy drinks. Direct competitor in the same local CSD market against BevCo's Refreshhh, Jive and Coo-ee brands, particularly in informal trade and price-sensitive segments.

Emerging players

• Monster Beverage Corporation: Global pure-play energy drink company (Monster, Reign, Burn). Comparable category overlap with BevCo's Reboost and Rockstar franchises and growing SuperC Energy portfolio, though focused exclusively on energy rather than full CSD portfolio.
• AriZona Beverage Company: Independent US beverage company producing CSDs, energy drinks, RTD teas and juice blends via co-pack partners. Comparable as an independent multi-format beverage brand owner reliant on contract manufacturing, facing the same retailer and category dynamics as BevCo's owned-brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheBeverageCompanySA
• Instagraminstagram.com/bevcosa
• TikToktiktok.com/@supercsweets_drinks
• LinkedInlinkedin.com/company/the-beverage-company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Beverage Company