Bob Marley family extends ‘lifestyle drinks’ partnership with New Age Beverages

The family of Bob Marley has extended its brand licensing agreement with the organic drinks company, New Age Beverages for an additional ten years.

The partnership will form the basis of New Age’s mission to become the world’s leading healthy drinks and lifestyle company. The new arrangement includes scope for the Marley family to more directly support the product line’s marketing.

New Age first acquired the licensing rights for an initial line of Marley licensed beverages in 2017. Since then, it has launched such products as Organic Marley Mate and Marley Cold Brew, both of which led segment growth to pave the way for the Marley Mellow Mood Relaxation Drinks.

2019 now sees the launch of Marley+CBD.

The new agreement will extend the current partnership through to March 2030, over which time, New Age will continue to work closely with the Marley family to promote and build awareness of the Marley brand.

Jay Barrow, head of marketing at New Age, said: “Since taking over the Marley brand, we have successfully completely remade the brand in beverages together with the help of the family.

“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.”