Primo

Gagnier Communications handles Primo Water as it merges with BlueTriton Brands to create a $6.5B pure-play healthy hydration company.

Publicly-traded Primo markets brands such as Crystal Springs, Mountain Valley, Sparkletts, Primo Water and Alhambra.

The Tampa-based company generated $1.8B in twelve month revenues for the period ended March 31.

BlueTriton owns Poland Spring, Deer Park, Arrowhead, Saratoga, Pure Life, Ice Mountain and Zephyrhills brands. They recorded $4.7B in revenues for the year ended March 31.

The Stamford-headquartered company is owned by One Rock Capital in a partnership with Metropoulos & Co.

Robert Rietbroek, CEO of Primo, will head the combined entity.

He believes the merged company will benefit from a diversified portfolio of iconic brands, a national footprint, and a delivery platform that “can better serve customers anywhere and anyway they hydrate.”

Gagnier’s Primo team is led by managing director Riyaz Lalani and includes MD Brent Anderson, associate Ivanica Skalko and junior associate Emily Sykes.