Prime Drink Group Secures Exclusive ‘Beach Day Every Day’ Beverage Rights, Drops Planned Relax Downlow Acquisition

New updates have been reported about Prime Drink Group.

Prime Drink Group Corp. has reoriented its beverage growth strategy by securing exclusive North American (excluding Québec) licensing rights to the Beach Day Every Day (BDED) brand for ready-to-drink and low-calorie cola beverages, while abandoning a previously announced acquisition. Under the five-year agreement with Prime Capital Investments Inc., Prime Drink Group will pay royalties and marketing and promotion fees in exchange for the right to use BDED trademarks on its beverage offerings, positioning the company as both a financial and marketing partner for the brand. CEO Alexandre Côté stated that the deal is intended to accelerate BDED’s expansion across the United States and the rest of Canada, aligning Prime Drink Group with a scalable consumer brand platform and creating a foundation for long-term growth in the beverage segment.

Concurrently, after completing due diligence, Prime Drink Group has decided not to proceed with the acquisition of a 70% interest in 9375-4208 Québec Inc., whose main asset was the Relax Downlow brand, as originally disclosed in April 2025. This shift away from the Relax Downlow transaction and toward a capital-light licensing structure around BDED suggests a preference for flexible brand partnerships over controlling equity stakes in smaller, single-brand entities. The new BDED licenses give Prime Drink Group a clearer path to expand its beverage footprint across major North American markets outside Québec, while limiting upfront balance sheet risk to royalty and marketing commitments. As a Québec-based diversified holding company active in beverage, influencer media, and hospitality, Prime Drink Group now has a refreshed brand portfolio strategy centered on leveraging BDED’s growth potential, with future performance contingent on execution in a competitive beverage market and broader economic conditions, as highlighted in the company’s forward-looking statements.