Merlins Beverages
Merlins Beverages is a family-owned Romanian soft drinks producer headquartered in Piatra Neamt, selling a multi-brand portfolio of vitamin water, lemonade, cola, iced tea, and spring water through retail chains, festivals, and limited international exports.
- Company typePrivate
- Founded2015
- HeadquartersPiatra Neamt, Romania
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Merlins Beverages does
Merlins Beverages S.R.L. is a privately held, family-controlled Romanian soft drinks producer headquartered in Piatra Neamt, Neamt County (Bd. Traian No. 19, 4th Floor) with production facilities at Str. Izvoare No. 58. Founded around 2015 by three Neamt-county entrepreneurs and currently co-led by Ruxandra Alexianu (CEO) and Alexandru Melcovich (Co-founder), the company sells a multi-brand portfolio of still and carbonated soft drinks across roughly seven lines: vitam!n aqua and vitam!n aqua zero (vitamin-enriched water with B+, C+, Mg, Zn, Ca variants), Merlin's still and carbonated lemonades, Pop Cola (carbonated soft drinks including botanical variants, launched 2020), Plafar Ceai Rece (ready-to-drink iced tea) and Montana spring water (launched 2022 in Tetra Top sustainable packaging).
The company's core technology is beverage formulation and bottling using proprietary vitamin-and-mineral combinations for the vitamin aqua line and sustainable packaging formats (Tetra Top cartons and 50% rPET) across the portfolio; participation in the RetuRO return system supports circular packaging. Products reach Romanian consumers through retail distribution at chains such as Inmedio, Hub Convenience, Relay, and Annabella, supplemented by Cinema City and festival/event sponsorships (Summer Well, Marea Miscare, SENZORIA, Kimaro) used as brand-building channels. Approximately 10% of revenue comes from international exports.
Merlins Beverages generates revenue through one-time branded product sales rather than subscription or licensing models, with no publicly disclosed pricing; the publicly disclosed revenue signal is vitamin aqua's €4.5 million in 2018 and a publicly stated €25 million turnover target for that single brand. The company employs 101–250 people, is investing €40 million in a new production facility with PET and can lines (expected to add 100+ jobs) and received the EY Entrepreneur Of The Year Family Business Award in 2022.
Merlins Beverages firmographics
Firmographics- Name
- Merlins Beverages
- Legal name
- MERLINS BEVERAGES S.R.L.
- Website
- https://merlinsbeverages.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Merlins Beverages is a family-owned Romanian soft drinks producer headquartered in Piatra Neamt, selling a multi-brand portfolio of vitamin water, lemonade, cola, iced tea, and spring water through retail chains, festivals, and limited international exports.
- Ownership category
- akta.pro rank
Merlins Beverages industry classification
Industry- Product category
- Non-Alcoholic Beverages
- NAICS
- Soft Drink and Ice Manufacturing (31211), Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
- akta.pro secondary industries
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH)
Keywords
Where Merlins Beverages is headquartered
LocationHeadquarters
- HQ city
- Piatra Neamt
- HQ country
- Romania
- HQ region
- Europe
Offices2 records
Markets served
Merlins Beverages business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Beverage product sales: Merlins Beverages generates revenue through the sale of its portfolio of soft drinks including vitamin water (vitamin aqua), lemonades, carbonated beverages (Pop Cola), iced teas (Plafar Ceai Rece), and spring water (Montana). Products are sold through retail distribution channels across Romania with approximately 10% from international exports.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Merlins Beverages product offering
Product offeringCore offering
Merlins Beverages is a Romanian soft drinks manufacturer that produces and sells a diversified portfolio of branded non-alcoholic beverages under its own brands. Its core lineup includes vitamin-enriched water (vitam!n aqua and vitam!n aqua zero), still and carbonated lemonades, carbonated cola drinks (Pop Cola), ready-to-drink iced teas (Plafar Ceai Rece), and bottled spring water (Montana). Products are manufactured in Romania and distributed through retail chains, convenience stores, cinemas, and international export channels.
Product overview
Merlins Beverages is a Romanian soft drinks company operating since 2015 with a diversified portfolio of branded beverages. The product lineup centers on vitamin-enriched water (vitam!n aqua and vitam!n aqua zero), complemented by still and carbonated lemonades (Merlin's LEMONADE and Merlin's CARBONATED LEMONADE), carbonated cola beverages (Pop Cola), ready-to-drink iced teas (Plafar Ceai Rece), and spring water (Montana Spring Water). The company positions itself in the 'new age beverage market' with focus on quality ingredients, innovative packaging, and brand communication. Exports account for approximately 10% of business with international expansion ongoing.
Differentiator
Problem solved
Functional benefit
Brands
- vitam!n aqua: Vitamin-fortified water with various variants (B+, C+, Mg, Zn, Ca, 10) designed for hydration and active lifestyle support. Launched in 2015.
- vitam!n aqua zero
- Merlin's LEMONADE
- Merlin's CARBONATED LEMONADE
- Pop Cola
- Plafar Ceai Rece
- Montana Spring Water
Products and services
- vitam!n aqua
- vitam!n aqua zero
- Merlin's LEMONADE
- Merlin's CARBONATED LEMONADE
- Pop Cola
- Plafar Ceai Rece
- Montana Spring Water
Quantifiable outcome
- 20% volume growth in early months of year
- +2 more outcomes
Companies that use Merlins Beverages
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Merlins Beverages technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Merlins Beverages partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Orchestra ADDIXIONminorvitamin aqua and Pop Cola supported ADDIXION Orchestra along with pianist Daniel Ciobanu in a concert concept that transformed cultural spaces in Bucharest into a complete artistic experience.
- Marea Miscarecorevitamin aqua has been the main sponsor of Marea Miscare since its first edition, supporting a festival that combines movement with entertainment, music, and experiences for the whole family. The partnership supports an active lifestyle and moments of relaxation and connection.
- SENZORIA Festivalcorevitamin aqua was a sponsor of the SENZORIA event in Iasi, a multisensory festival with editions held in spring and autumn. SENZORIA combines live music, visual arts, lighting, and interactive experiences focused on authentic experiences and wellbeing.
- Retail & HoReCa Distribution ConferenceminorMerlins Beverages was a partner of the Retail & HoReCa Distribution Conference, a forum dedicated to commerce and HoReCa professionals, offering visibility to brands in the portfolio and consolidating relationships with industry partners.
- RIDA Design Interiorminorvitamin aqua appears as a partner in projects promoted by RIDA Design Interior, highlighting collaboration between the brand and a creative community in the design field.
- Summer Well Festivalcorevitamin aqua was present as a partner among brands supported in the food & drinks zone at Summer Well 2025 festival - a music, experiences, and urban culture event in Romania.
- Kimaro Festivalminorvitamin aqua was a sponsor of the Kimaro Festival held at Piata Constitutiei in Bucharest. Kimaro brings together live music, artistic performances, interactive zones, and entertainment experiences.
- Cinema Citycorevitamin aqua partnered with Cinema City for the 'UN DECEMBRIE CA-N FILME' campaign. Consumers could win prizes by purchasing vitamin aqua products from Cinema City locations and registering receipts.
- UNESDAminorMerlins Beverages featured in a video published by UNESDA highlighting the company's role in driving jobs and economic growth in Romania's soft drinks industry.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
Merlins Beverages competitors and assessment
Company assessmentEmerging players
- Hint Water: US-based unsweetened fruit-infused and vitamin water brand. Comparable as a category-positioned vitamin/functional water challenger brand, though operating in a different geography and regulatory environment.
Broad incumbents
- Coca-Cola HBC Romania: Coca-Cola's bottler for Romania, producing and distributing carbonated soft drinks, water (Dorna), and juices. Competes directly with Pop Cola, lemonades, and iced tea at scale.
- Quadrant Amroq Beverages: PepsiCo's bottler for Romania, producing and distributing Pepsi, Mirinda, 7UP, Prigat, and other soft drinks. Direct overlap in carbonated soft drinks and iced tea but at materially larger scale and with multinational brand backing.
- Tymbark (Maspex Group): Polish CPG beverage producer (part of Maspex) with fruit juices, soft drinks, and water distributed across Central and Eastern Europe. Comparable in multi-category soft drinks portfolio and CEE retail penetration.
Direct peers
- Aqua Carpatica: Romanian spring/mineral water brand marketed on purity and source-of-origin. Directly comparable to Merlins' Montana spring water as a premium-positioned domestic bottled water.
- Romaqua Group: Romanian-owned beverage producer behind the Borsec mineral water brand and a soft drinks portfolio. Directly comparable as a domestic multi-brand bottled beverage manufacturer competing for the same Romanian retail shelf.
- Kofola Group: Central European beverage group producing Kofola (cola alternative), functional/regional soft drinks, and water across Czechia, Slovakia, Poland, and Slovenia. Comparable as a private/family-controlled regional challenger brand against global CPG incumbents.
- European Drinks: Romanian beverage company producing bottled water and soft drinks. Closely comparable in product mix (water, soft drinks), Romania-centric distribution, and scale bracket.
- Vitamin Well: Swedish functional vitamin water and beverage brand. Closely comparable in the fortified/vitamin water category that vitamin aqua anchors in Romania.
Regional players
- Dorna (Coca-Cola HBC): Romanian mineral water brand (owned by Coca-Cola HBC). Comparable regional bottled-water competitor within Merlins' Montana category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Merlins Beverages social profiles
Digital presenceMerlins Beverages financial estimates
Financial estimateRevenue estimate
Valuation estimate
Merlins Beverages leadership team
Management profileNumber of profiles
Profiles3 records
Merlins Beverages funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Merlins Beverages M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Merlins Beverages
What does Merlins Beverages do?
Merlins Beverages is a Romanian soft drinks manufacturer that produces and sells a diversified portfolio of branded non-alcoholic beverages under its own brands. Its core lineup includes vitamin-enriched water (vitam!n aqua and vitam!n aqua zero), still and carbonated lemonades, carbonated cola drinks (Pop Cola), ready-to-drink iced teas (Plafar Ceai Rece), and bottled spring water (Montana). Products are manufactured in Romania and distributed through retail chains, convenience stores, cinemas, and international export channels.
Is Merlins Beverages a public or private company?
Merlins Beverages is a private company. It is classified as family owned and is currently operating.
When was Merlins Beverages founded?
Merlins Beverages was founded in 2015. It employs 101 to 250 people.
Where is Merlins Beverages based?
Merlins Beverages is headquartered in Piatra Neamt, Romania, in the Europe region.
How does Merlins Beverages make money?
One revenue line is on record: beverage product sales.
Who are Merlins Beverages's main competitors?
Hint Water is listed as an emerging player. Broad incumbents are Coca-Cola HBC Romania, Quadrant Amroq Beverages and Tymbark (Maspex Group). Direct peers are Aqua Carpatica, Romaqua Group, Kofola Group, European Drinks and Vitamin Well. Dorna (Coca-Cola HBC) is listed as a regional player.
Does Merlins Beverages have an API?
No public API is recorded for Merlins Beverages.
What industry is Merlins Beverages in?
Merlins Beverages's product category is Non-Alcoholic Beverages. Its primary akta.pro industry code is CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.), with a secondary code of CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 31211 and its SIC code is 2086.