Advantage Solutions, L.A. Libations announce intent to form joint venture

Advantage Solutions announced they have signed a letter of intent to form a joint venture that will bring the full power of Advantage’s suite of services on a national scale to emerging consumer packaged goods and beverage brands. The proposed joint venture, which is intended to be called Relentless Advantage, would combine Advantage’s industry-leading scale, insights, talent and retail industry expertise with L.A. Libations’ expansive relationships with entrepreneurs and product innovators, connectivity with retailers and track record building and scaling emerging brands. Under the terms of the proposed partnership, L.A. Libations’ retail solutions subsidiary, Relentless Trade Solutions, would combine its West Coast retail coverage with Advantage’s nationwide retail business, which covers retailers of all sizes across the U.S., to expand services for emerging brands across the country.