Denver, June 28, 2022 – The Forbes M+A Group, a leading middle market M&A advisory firm, is pleased to announce it served as exclusive advisor to FiiZ Drinks, a fast-growing food and beverage franchisor, in its majority recapitalization by The Stena Group, a private investment firm focused on long-term value creation.
FiiZ Drinks, a pioneer in the specialty beverage space, is known for its extensive menu of customizable sodas and sweet drinks, cultivating a loyal customer following across its expanding franchise footprint. The company’s founders, recognizing an inflection point in FiiZ’s growth trajectory, engaged Forbes to help identify a capital partner that could provide resources, structure, and strategic insight to accelerate expansion.
“This was a textbook growth-stage engagement,” said Garit Lawson, Managing Director at The Forbes M+A Group. “The founders had proven the concept with strong momentum in multiple markets, but needed a well-capitalized partner to build the team, infrastructure, and systems required to scale nationally.”
James Morgan, who co-led the transaction, added: “We ran a focused and competitive process, introducing the founders to a select group of potential partners. The Stena Group stood out for their cultural alignment, deep local understanding, and commitment to supporting long-term growth.”
Despite the absence of a formal management structure or enterprise systems at the time of the transaction, Forbes positioned FiiZ Drinks as a uniquely scalable brand with strong unit economics, enthusiastic customer loyalty, and a compelling whitespace opportunity. That narrative, supported by disciplined outreach and tailored materials, resulted in multiple indications of interest and ultimately a structure that allowed both founders to retain equity and leadership roles.
The founders of FiiZ Drinks invested alongside The Stena Group in the transaction and continue to play a role in the company’s next phase of growth.
About FiiZ Drinks
FiiZ Drinks is a specialty beverage franchise redefining the soda shop experience for a new generation. Offering hundreds of soda-based flavor combinations and sweet drinks, FiiZ has built a dedicated customer base and a growing national franchise network rooted in fun, customization, and convenience.
About The Stena Group
The Stena Group is a private investment firm based in the Mountain West, focused on acquiring and growing founder-led businesses. With a long-term, partnership-oriented approach, Stena supports portfolio companies with capital, strategic resources, and operational expertise.
About The Forbes M+A Group
The Forbes M+A Group is an award-winning M&A advisory firm serving middle market companies across the United States. Known for its senior-led model, deep industry knowledge, and strategic process design, Forbes helps entrepreneurs and business owners achieve exceptional outcomes in mergers, acquisitions, recapitalizations, and capital formation transactions. With offices in Denver, Salt Lake City, and Charlotte, Forbes serves clients nationwide and across a range of sectors.