Activate Secures $21M

Activate, a West Hollywood, CA-based performance beverage and bottled water company, has raised over $6m in financing and secured equity commitments for an additional $15m.
The round is being led by Tata Global Beverages Ltd., with participation from James Berkeley, existing investors including The Tornante Company and the Eisner family, as well as numerous key strategic beverage distributors.
Activate plans to use the capital to continue promoting and marketing its products, expanding into new geographical markets and building out its staff.
This financing follows a $6m capital raise in March of 2010, which was led by First Beverage Group, Tornante and other existing investors.
Activate, which was founded by Anders Eisner and Burke Eiteljorg, produces an innovative beverage which utilizes the company’s patented cap technology to maximize the freshness of vitamins by keeping them dry until the product is ready to be consumed.

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