Merlins Beverages was founded out of a passion for creating functional beverages, with a strong focus on quality and innovation. The company began its journey with the vitamin aqua brand in 2015, and its portfolio was subsequently expanded with multiple brands across different beverage segments.
History
From the beginning, the company’s vision has been to develop drinks that combine great taste with functional benefits. Early investments focused on building a modern production facility aligned with European standards, as well as developing recipes enriched with vitamins and minerals inspired by international trends.
In 2015, the vitamin aqua range was launched, a functional beverage range designed for consumers with an active lifestyle, which formed the foundation of the company’s growth and strengthened its position in the vitamin drinks segment.
In 2018, the Merlin’s LEMONADE brand was launched at the Summer Well festival, marking the company’s entry into the modern lemonade segment.
In 2020, Pop Cola was introduced to the market and later expanded with innovative variants. The Cola Botanical concept brought a differentiated positioning within the category, while Pop Cola Zero is sweetened with stevia as a no-sugar alternative.
In 2022, at the Summer Well festival, Merlins launched Montana, still water in a Tetra Top package – a FSC-certified carton packaging made from 88% plant-based materials. The cap, neck, and carton layers come from sustainably produced sugarcane certified by Bonsucro. This launch highlights Merlins’ commitment to environmental protection and draws attention to the measures Romania could adopt for a more responsible impact on nature.
The portfolio has expanded steadily at both national and international level, including brands such as vitamin aqua, vitamin aqua zero, Pop Cola, Montana, Merlin’s LEMONADE, CARBONATED LEMONADE, and Plafar Ceai Rece, with vitamin aqua becoming the leader of the vitamin water category in Romania.
The company focuses on quality ingredients, modern design, and sustainability, while its marketing approach highlights the functional benefits and distinctive product features, keeping social responsibility and environmental care at the core of its activities.
We are inspired by the brands we develop and by the impact we have as an organization. We foster a collaborative work environment focused on innovation and personal and professional growth. Our mind and intuition guide us, while our drive for excellence motivates us to be among the leading beverage producers in the region.