Merlin's Beverages

Merlins Beverages is a Romanian soft drinks manufacturer founded in 2015, specializing in functional and innovative beverage products for the Romanian and broader regional market. Headquartered in Romania, the company operates a modern production facility built to European standards and has steadily expanded its portfolio across multiple beverage segments, establishing itself as a leading producer in the vitamin water category domestically.

The company's product portfolio spans several distinct brands and categories. The flagship vitamin aqua range, launched in 2015, is a functional beverage line enriched with vitamins and minerals targeting consumers with an active lifestyle; it has since become the category leader in vitamin water in Romania. The portfolio also includes vitamin aqua zero, a reduced-sugar variant of the core line. In 2018, Merlin's LEMONADE was introduced, marking the company's entry into the premium modern lemonade segment, followed by a carbonated lemonade extension. Pop Cola, launched in 2020, includes the Cola Botanical variant — a differentiated, botanically positioned cola — as well as Pop Cola Zero, sweetened with stevia as a no-sugar alternative. Montana, launched in 2022, is a still water product packaged in Tetra Top cartons made from 88% plant-based materials, with FSC-certified packaging and Bonsucro-certified sugarcane components. The portfolio is further rounded out by Plafar Ceai Rece, a chilled tea line developed in partnership with the established Romanian herbal brand Plafar.

Merlins Beverages places a strong emphasis on high-quality ingredient sourcing, superior taste profiles, and distinctive packaging design. The company's product development philosophy centers on combining functional benefits — such as added vitamins, minerals, and reduced or zero sugar formulations — with appealing flavor and modern aesthetics. Innovation is embedded in the organization's culture, with ongoing investment in new technologies, formulation development, and packaging solutions aligned with international beverage trends.

The company has demonstrated growth at both national and international distribution levels, with its brands sold across Romania and in export markets within the region. Its route-to-market strategy includes presence at high-profile consumer events such as the Summer Well festival, where multiple brand launches have been executed. Marketing communications focus on the functional and distinctive attributes of each brand, aiming to create strong consumer connections.

Merlins Beverages operates across non-alcoholic beverage segments including vitamin-enhanced waters, carbonated soft drinks, natural and botanical colas, lemonades, still waters, and ready-to-drink teas, positioning it as a versatile multi-category beverage producer in Central and Eastern Europe.