NewAge Beverages Changes Name to NewAge, Inc.

Julie Garlikov

NewAge, Inc. today announced it has changed its name to NewAge, Inc. from New Age Beverages Corporation to reflect the strategic priorities of the business.

Although NewAge remains committed to the beverage category in all channels, and beverages still represent almost 50 percent of the company’s portfolio, it sees significant opportunities in the broader consumer goods landscape, leveraging its unique omni-channel route to market, and, in particular, its significant direct and e-commerce presence in major markets around the world.

The change follows the recent announcement to combine with ARIIX and four additional e-commerce and direct selling companies, which will create a global firm with estimated pro forma revenues in excess of $500 million across more than 75 countries worldwide.

“Evolving to the name NewAge, which we have called ourselves for a long time, was a natural progression for us,” said Brent Willis, chief executive officer of NewAge. “Our strategy is and has always been to drive healthy functional brands in an omni-channel route to market, but we have broadened our healthy portfolio beyond beverages.”