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We are excited to share that Branded has converted our $500k convertible note in the company’s first investment, Innovative Tap Solutions (ITS), dba PourMyBeer and PourMyBeverage, after spearheading the coming together and partnership between ITS and Coca Cola.

CCEP Ventures, the investment arm of Coca-Cola European Partners, has invested an undisclosed sum and acquired a 25% stake in ITS – the parent company of PourMyBeer and creators of the new technology that empowers the customer to pour their own beverages and increases efficiencies for hospitality venues.

Branded was founded on the ability to leverage our ecosystem of hospitality venues, expertise, and deep relationships to influence, redefine and evolve hospitality industry technology (“HI-Tech”) and innovation. After testing and vetting the PourMyBeer system in our restaurants, and the feedback we received from many of you who have enjoyed the system out at one of our Cocktails & Connections events, we knew that the technology could extend beyond restaurants and bars and that an introduction to Coca-Cola would be just the start of a collaboration between these two beverage-centric companies. This transaction truly defines the work we do at Branded and we’re extremely proud to see the role Branded plays as an accelerator and strategic advisor to our Partner Companies come to fruition with the partnership between ITS and CCEP.

The investment will see CCEP work with ITS to introduce the new technology to its customers in Western Europe. The technology allows consumers to pour and pay for drinks themselves – cutting down queues, reducing wait times and freeing up serving staff.