The world's largest brewer is no longer selling only bottles and cans. It is building a connected system of brands, sports, retail software and distribution designed to be present whenever people decide to celebrate.
Primo Brands owns many of the water labels Americans recognize, but its real advantage is the system behind them: springs, bottles, refill stations, dispensers and delivery routes. The 2024 merger created scale across nearly every way people buy water - and a difficult integration test to match.