Swedish company Cefour Wine & Beverage is currently in-play as we have recently written about. A Croatian company is doing a due diligence right now and Cefour stated on Tuesday July 30th, that it has been discussed that the bid must be in the region of 0,40 – 0,45 SEK per share, which corresponds to a company’s valuation of about SEK 170 – 195 million. The Croatian company is apparently keen to integrate Cefour’s packaging solution in its existing activities and sees a takeover of Cefour as an opportunity to achieve synergies and access Cefour’s global sales channels with their own wines to reach a global market.
Today, Cefour announced that it has shipped a first delivery of its Easy Wine Glass to its distribution partner in Serbia. This is the start of a further co-operation with Viking Skandinavija regarding sales within both the event and the retail segments.
According to Cefour, today’s delivery marks the beginning of a comprehensive promotion campaign which amongst others includes sales at an international supermarket chain which has recently opened up in the region. Easy Wine Glass will also play an important role in a new TV-series around music and wine. Furthermore, Easy Wine Glass will become available at Serbia’s most widespread casino chain.
Says Cefour’s CEO Mikael Bergholts: “It’s very pleasing that we have now start our sales in Serbia & Montenegro and we see an enormous potential in those countries. Not the least at the upcoming events where Easy Wine Glass will soon be available.”
Last week, Cefour announced that it sold the licensing rights for advertising on its Easy Wine Glass to Shabacker Investment Group AB. The licensing rights were for Serbia, Montenegro, Macedonia, Bosnia and Croatia.
Activity is very high for Cefour in the Balkans and therefore it might not be too surprising that the Croatian company wants to get its hands on Cefour. It remains to be seen when we will get further news around the due diligence process. What we do know is that the Croatian company is said to be at Cefour’s headquarters in Ahus, Sweden on August 13 until 14th, i.e. today.
It seems likely that today’s press release was not the last positive news from the Balkans…