New Age Beverages has expanded its agreement with the Bob Marley Family to continue their drink partnership into 2030.
The new deal will see Bob Marley’s image used on New Age’s line of CBD-infused beverages. It will also connect the Marley family more closely with marketing and awareness-building of the brand.
New Age originally licensed the Bob Marley brand in 2017 to launch yerba mate and cold brew drinks with the reggae singer’s image. Since then, the Marley collections have become one of the drink maker’s leading brands.
"Since taking over the Marley brand, we have successfully completely remade the brand in beverages together with the help of the family,” says Jay Barrow, head, marketing, New Age. “We know the potential that the brand represents across beverage segments with its current portfolio and the impending products infused with CBD. We look forward to capturing that potential together with the support of the Marley family."