Under the terms of the multi-year agreement, BHMW will create a drink range that includes still and sparkling mineral water, isotonic drinks and energy drinks.
The Head beverage line is set to launch in January in Eastern Europe and will be available in other markets at a later date.
In a separate deal, Head has launched a line of fragrances for the Indian market in association with Kredo Beauty, a Kredo Group brand. LicenseWorks, Kredo’s licensing agent in India, brokered the deal.
The Head fragrance collection includes 10 scents as well as eau de toilette and perfumed body spray for men and women. The name of each fragrance nods to the company’s legacy and includes Match Point, Advantage, Ace and Game Point.
The Head fragrance collection will roll out at department stores, supermarkets, health and beauty stores and pharmacy chains across India beginning this month.
“We are delighted to collaborate with Kredo Beauty Private Ltd in the field of toiletries in India,” says Giuseppe Faranna, vice president and division manager, licensing, Head Sport. “The long-lasting experience they bring into this from various international and luxury brand launches into the Indian Market have convinced us to join forces with Kredo Beauty. We believe that the products are hitting the taste of the Indian Market and that soon Head toiletries will be a piece-of-choice for people who are looking for a sports-inspired lifestyle toiletry product. We are excited and curious to learn more about this market, and Kredo will help us to conquer it.”