Global financial holding company Capital Impetus Group (CIG) has invested in Vrai, a premium hard seltzer brand owned by Natural Beverage Infusions (NBI).
Vrai offers spirits-based hard seltzers, which are certified organic by USDA, in Green Tea, Tangerine and Paloma flavours.
Following this latest investment, NBI and CIG, which has operations in Asia, will reportedly work to drive cross-border retail distribution opportunities to support the brand’s expansion.
“We are honoured to work with CIG to expand into the Asian markets,” said Nick Piekoszewski, founder and CEO of NBI.
“CIG has extraordinary access to our younger audience in China and the expertise to drive exponential growth with their pan-Asian retail distribution network.”
Joe Sun, CEO of CIG, added: “We look forward to working with Vrai’s team to be the number one premium hard seltzer brand in Asia.”
The brand’s existing backers include BAM Ventures and Legendary Ventures.
“All of us are excited to work with one of Asia’s largest private equity firms in the food and beverage industry to solidify Vrai as the market leader in Asia,” said Jayson Kim, general partner of Legendary Ventures and board member of Vrai.