Market Research

Origin Agency is a full-service creative partner that helps beverage brands stand out across retail, digital, and experiential channels. Their expertise spans the entire consumer journey, including shopper marketing, seasonal retail audits, packaging design, and in-house photography. The team works hand-in-hand with clients to develop cohesive strategies that engage consumers both in-store and online. With a strong reputation for creative execution and operational efficiency, Origin has become an indispensable partner for tier-one beverage companies.

The founders of Origin were seeking a partner to help scale the agency beyond its boutique structure. Their goals included reducing the operational and administrative burden on leadership, securing a succession plan that protected their employees and clients, and positioning the agency for growth into adjacent categories such as craft beer and non-alcoholic beverages. They also wanted to explore efficiencies through AI and new technologies while ensuring cultural alignment with any future buyer.

The founders were looking for a buyer who could provide the infrastructure, resources, and leadership needed to expand Origin’s already strong foundation. The ideal fit was a partner who shared their passion for the beverage industry and could bring additional scale and operational expertise without disrupting the agency’s culture. Preserving creative autonomy, supporting employees, and strengthening client relationships were critical factors in the search.

To position Origin as an attractive acquisition target, Merge emphasized its recurring 75% retainer-based revenue model, long-standing partnerships with global beverage leaders, and strong profitability with $3.3M in revenue and $1.15M EBITDA at a 4.1x multiple. Merge also highlighted the agency’s reputation for creativity, its in-house capabilities like photography, and its industry-leading seasonal retail audits, which consistently generate both client retention and new business opportunities.

Merge positioned Origin as a high-performing creative agency with a niche focus on the beverage sector. By showcasing its strong relationships with leading spirits and wine brands and its proven ability to deliver award-winning campaigns, Merge attracted multiple interested parties. Buyers were particularly drawn to Origin’s scalable business model, recurring revenue streams, and highly integrated client relationships.

The buyer was a group of entrepreneurs with agency, HR, and consulting backgrounds who shared a strong cultural alignment with Origin’s leadership. They saw the opportunity to take Origin to the next level by investing in infrastructure and leveraging the agency’s expertise and client base. The founders rolled equity and remain active in the business, ensuring continuity for employees and clients. The acquisition gave the buyer immediate access to deep expertise and relationships in the beverage sector while providing Origin with a platform for growth into non-alc, craft beer, and broader CPG.

Since the acquisition, Origin has been positioned to expand into new categories while continuing to serve its core beverage clients at the highest level. With the buyer’s operational support, the agency is exploring new efficiencies, including AI-driven processes, while broadening its footprint across CPG verticals. The founders’ continued involvement ensures consistency in client relationships and creative execution, while the buyer brings the infrastructure to fuel long-term growth.

Merge played a critical role in identifying the right partner for Origin. Through thoughtful positioning, targeted outreach, and expert negotiation, Merge connected the founders with a culturally aligned buyer who shared their vision for growth. By balancing the agency’s need for scale with its commitment to creativity and culture, Merge secured a transaction that empowers Origin to thrive in its next chapter.