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Private equity in action - Case Study

PE in CEE - Knjaz Miloš


Serbian mineral water brand

Reinvigorating a 200-year old sparkling water business to become a modern innovative beverages company




GP Mid Europa Partners GROWTH +89% EBITDA
INVESTMENT EUR 36 million (with LP co-invest.)    
SECTOR Consumer beverages INVESTMENT TYPE Buyout
INVESTMENT April 2015 FUND OWNERSHIP 100% (incl. LP co-invest.)
EXIT August 2019 EXIT ROUTE Trade sale

Investment rationale
Knjaz Miloš was one of Serbia’s strongest consumer brands, and well established in neighbouring countries. It was the country’s # 1 player in sparkling water and energy drinks and # 2 in still water. Mid Europa saw an opportunity to build on the historic brand’s recognition and market positioning while modernizing its image and capitalizing on increased consumer demand for innovative drinks.

Deal history and structure
Knjaz Miloš was one of three consumer goods companies constituting Danube Foods Group. Mid Europa Partners and its co-investor vehicle took over the group and subsequently restructured it and renamed it Moji Brendovi Group, with the aim of separating each of the companies into distinct businesses. EUR 36 million of equity was invested to acquire a 100% stake in Knjaz Miloš.


Knjaz Miloš

Mid Europa Partners

In this section
Private Equity in CEE: Creating Value and Continued Growth Image

Private Equity in CEE: Creating Value and Continued Growth

11 Feb 2021
Invest Europe

The report offers an in-depth study of private equity’s role in innovation and economic development across Central and Eastern Europe through detailed case studies of companies backed by private equity investors during 2015-2019.

Download PDF 8.26 MB

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