TENZING, a natural energy drink brand founded in 2016, has secured a minority investment from Heineken UK, marking the beverage giant’s first venture into the £2.2 billion UK energy drink market, which grows at 6% annually. Inspired by Himalayan teas and named after Tenzing Norgay, the Sherpa who summited Everest with Sir Edmund Hillary, Tenzing offers a plant-based, low-calorie alternative to traditional energy drinks.
The partnership allows Tenzing to operate independently while leveraging Heineken UK’s expertise and limited distribution support in convenience channels. Tenzing ranks as the fourth-largest functional energy drink in UK grocery stores and third in Tesco. As a certified B Corp using Rainforest Alliance ingredients, it appeals to consumers seeking sustainable options.
Heineken UK’s Managing Director, Boudewijn Haarsma, said: “This is an incredibly exciting step for us. Next to developing and stretching the beer and cider categories, which remain core to us, we are keen to selectively invest in growth markets beyond these. We’re proud to partner with a certified B-Corp company, one that has strong values, a clear vision for the category and is totally committed to a product that is better for the consumer.” The partnership reflects shared values, with both companies emphasizing craft, community, and innovation.
The investment supports Tenzing’s goal to expand its market presence while maintaining its commitment to natural ingredients. With a strong following in London’s universities and offices, the brand is well-positioned for growth. This alliance combines Tenzing’s innovative approach with Heineken’s global expertise, potentially reshaping the energy drink market.
