Latest news: HEINEKEN invests in energy drinks

A big move in the drinks world this week as HEINEKEN has acquired a minority stake in Tenzing, the natural energy drink brand shaking up the functional drinks space.

At Stir, we see this as more than just an investment — it's a powerful signal of how the way the world drinks is fundamentally changing. As consumers rethink their relationship with alcohol, we’re seeing a sharp rise in demand for functional, wellness-led alternatives that align with modern lifestyles and values.

This is why Stir exists. We help brands reach the modern drinker — someone who’s curious, conscious, and craving more than just a buzz. Whether it's premium alcohol, low-and-no, or functional-first, we build campaigns that connect brands to culture in a way that resonates now and next.

Check out the full story here.