April 29, 2025 – Arlington Capital Advisors is pleased to announce that it acted as the exclusive financial advisor to Tenzing Natural Energy in securing a minority investment from Heineken UK. This strategic partnership marks Heineken UK’s first venture into the rapidly growing energy drinks market, aligning with their commitment to diversify and innovate beyond traditional beer and cider categories.
Huib van Bockel, founder of Tenzing Natural Energy, commented on the partnership: “To take on the energy giants, we looked for a partner who could help us scale while staying true to who we are. We had interest from several global players but chose Heineken UK because they share what matters most: a belief in craft, natural ingredients, and building brands around community. They’re a family business that backs bold ideas and challenges the status quo. We’ll learn from them—but it’s still that same team, running Tenzing independently.”
Boudewijn Haarsma, Managing Director of Heineken UK, added: “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. We look forward to sharing valuable lessons and insights as we help grow the Tenzing brand together.”
Stephan Pietge, MD at Arlington said: “Energy drinks is one of the highest growth, highest margin categories in soft drinks. Huib and Team Tenzing have built an incredible all natural, better for you, better for the planet challenger brand to take on the likes of Red Bull and Monster. We are excited about Tenzing’s partnership with Heineken – a great match culturally, operationally and from a portfolio perspective.”
The investment aims to support Tenzing’s ongoing growth and create a collaborative relationship that leverages insights across both companies. Tenzing will continue to operate independently, with Heineken UK providing limited distribution through its network into the convenience channel.
Read full Heineken UK press release: TENZING SECURES INVESTMENT FROM HEINEKEN UK
Tenzing Natural Energy
