Marcy Venture Partners (MVP), the investment firm co-founded by Jay-Z, continues to make waves in the business world, this time with a significant investment in The Finnish Long Drink. This move signals MVP’s strong belief in the burgeoning ready-to-drink (RTD) cocktail market and the unique appeal of The Finnish Long Drink brand. Known for backing innovative and culturally impactful companies, Marcy Venture Partners’ latest venture highlights the firm’s strategic focus on high-growth categories and consumer trends.
The Finnish Long Drink, distinguished by its eye-catching baby blue cans, has experienced explosive growth since its inception five years ago. From a modest 33,000 cases in 2019, the brand soared to 1.8 million cases last year, showcasing the remarkable consumer demand for its refreshing beverage. This impressive trajectory has not gone unnoticed, attracting the attention of Marcy Venture Partners who see substantial potential for continued expansion.
Fueling this rapid growth is not only the product’s unique and appealing flavor profile but also a roster of celebrity supporters. Actor Miles Teller, DJ Kygo, and professional golfer Rickie Fowler have actively championed The Finnish Long Drink, further amplifying its reach and desirability. The drink itself is based on a traditional Finnish recipe dating back to the 1952 Helsinki Olympics, a blend of gin, grapefruit juice, and carbonated water. While not the originators of the RTD cocktail category, The Finnish Long Drink successfully brought this winning formula to the American market, capitalizing on the growing consumer interest in convenient and flavorful alcoholic beverages.
The celebrity endorsements are more than just figurehead roles; these personalities have been instrumental in promoting the brand in bars and retail locations nationwide. Moreover, they’ve contributed to the brand’s portfolio expansion, which now boasts five distinct varieties and is available in 43 US states as well as Western Canada. Miles Teller, in a recent interview, emphasized the importance of aligning production with demand, stating, “We’re just trying to match the interest with the sales and keep pumping it out there.” This hands-on approach from celebrity investors, combined with Marcy Venture Partners’ backing, positions The Finnish Long Drink for continued success in a competitive market.
While Marcy Venture Partners remains discreet about the exact investment amount, reports from CB Insights indicate that The Finnish Long Drink has secured over $41 million in funding across 14 rounds, including this latest injection from MVP. Evan Burns, co-founder and CEO of The Finnish Long Drink, articulated the company’s strategy for utilizing the new capital. “Long Drink’s growth is up over 700% since our last funding announcement,” Burns stated, highlighting the brand’s momentum. He further explained that the funds will be primarily directed towards “expansion of store footprint and marketing,” aiming to double their points of distribution across the United States within the next year.
Despite the proliferation of RTD cocktails in recent years, Burns remains optimistic about the market’s untapped potential, especially for The Finnish Long Drink. He emphasizes the product’s unique taste and broad appeal, noting that “98% of Americans still haven’t heard of Long Drink” despite over 100 million cans being consumed in the past year. This vast untapped market, coupled with Marcy Venture Partners’ strategic investment and expertise, suggests a significant runway for growth and increased brand awareness. Marcy Venture Partners’ investment in The Finnish Long Drink is not just a financial transaction; it’s a strategic partnership that leverages MVP’s brand-building acumen and network to propel a promising beverage brand to even greater heights within the thriving RTD cocktail sector.
Although Jay-Z’s direct comments on this investment are not available, Marcy Venture Partners’ track record and strategic focus speak volumes. This investment firmly places Marcy Venture Partners at the forefront of identifying and nurturing high-growth consumer brands, and their bet on The Finnish Long Drink is a clear indicator of the firm’s confidence in the RTD cocktail market and the brand’s potential to capture an even larger share of the rapidly expanding beverage landscape. For Marcy Venture Partners, The Finnish Long Drink represents more than just another investment; it embodies a strategic alignment with consumer trends and a commitment to backing brands with authentic stories and significant growth trajectories.
