Tag: Duracell

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Duracell

Duracell Opens $56 Million Global Innovation Center in Atlanta

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Duracell has officially opened a new Global Innovation Center for Research and Development at Science Square Labs in Atlanta, marking a $56 million investment expected to create 120 jobs and strengthen the company’s global battery technology network.

The 83,000-square-foot facility, located at 101 Nerem Street NW adjacent to Georgia Tech, brings together scientists, engineers and cross-functional teams to accelerate battery technology from research and development through commercialization. The center is designed to connect Duracell’s Atlanta operations with its manufacturing plant in LaGrange and distribution center in Fairburn, creating an integrated statewide innovation and production network.

State and local officials, along with representatives from Georgia Tech, joined Duracell executives for a ribbon-cutting ceremony celebrating the facility’s opening. Company leaders emphasized the center’s proximity to Georgia Tech and other research institutions as a key advantage for recruiting talent and advancing energy technology.

“Georgia has been a vital home for Duracell for decades,” said CEO Roberto Mendez. “By positioning our teams within a thriving innovation ecosystem, we are giving our world-class R&D organization the platform, technology and collaborative environment they need to power the future.”

The facility was developed by Trammell Crow Company in partnership with Georgia Advanced Technology Ventures, an affiliate of Georgia Tech. Partners Real Estate represented Duracell, while CBRE represented Trammell Crow Company. Perkins&Will, AHA Consulting Engineers, Walter P Moore and Brasfield & Gorrie contributed to the design and construction.

The new center expands Duracell’s long-standing presence in Georgia and reinforces Atlanta’s growing role as a hub for technology, research and advanced manufacturing. Founded in the 1920s and acquired by Berkshire Hathaway in 2016, Duracell is a leading primary battery manufacturer in North America.

Science Square is an 18-acre, multi-phase mixed-use innovation district next to Georgia Tech’s Midtown Atlanta campus, bringing together research, technology, business and academic resources.

©2026 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Duracell

Duracell Launches Limited-Edition Lionel Messi Battery Packs Ahead of World Cup Tournament

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Duracell, the world’s leading disposable battery manufacturer and a Berkshire Hathaway company, has officially launched its limited-edition battery packs featuring soccer icon Lionel Messi. The retail rollout follows the brand’s “Messi Reboot” campaign introduced earlier this year and arrives just ahead of this summer’s premier global soccer tournament.

The collaboration marks a first for Duracell, with Messi-inspired artwork appearing directly on the battery cells. Each battery features a design inspired by the tattoos on Messi’s legendary left leg, celebrating the power and precision that have defined his historic career. Powered by Duracell’s exclusive PowerBoost™ Ingredients, the batteries combine collectible appeal with the brand’s trusted performance.

“We wanted to give fans a unique way to power their passion for the soccer tournament this summer,” said Javier Hernández, Global CMO at Duracell. “Bringing Messi’s iconic left leg tattoos onto our batteries is a first in brand history, allowing us to merge his legendary performance with Duracell’s most advanced power.”

The limited-edition Duracell x Messi collection is now available at major retailers across North America, including Walmart, Amazon, and Lowe’s. Fans who purchase participating Duracell products can also enter a national sweepstakes running through August 30 for a chance to win premium soccer gear and exclusive merchandise signed by Messi.

© 2026 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Duracell

Duracell Partners with Lionel Messi to Power Summer Soccer Campaign

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Duracell, a subsidiary of Berkshire Hathaway, has announced a high-profile partnership with Lionel Messi, widely regarded as one of the greatest soccer players of all time. Timed to coincide with this summer’s major global soccer tournament, the collaboration aims to highlight a shared philosophy: peak performance is not just innate, but carefully engineered.

At the center of the campaign is a cinematic 30-second advertisement titled Messi Reboot, which challenges the idea that all power sources are the same. The spot portrays the intensity of elite competition while emphasizing how Duracell’s technology supports sustained excellence—drawing a parallel to Messi’s enduring dominance on the field.

Duracell’s Chief Marketing Officer, Javier Hernandez Reta, underscored the message behind the campaign, stating that in high-pressure moments, only the most reliable power will suffice. Messi echoed this sentiment, noting that long-term success depends not just on talent, but on maintaining the energy and discipline required to perform at the highest level.

The partnership also includes a range of fan-focused initiatives. Limited-edition battery packs featuring Messi’s likeness and signature tattoos will be released in stores, incorporating Duracell’s proprietary PowerBoost™ technology. In addition, a promotional sweepstakes running from May through August will give customers the opportunity to win signed memorabilia and premium soccer gear.

Together, Duracell and Messi aim to connect elite athletic performance with dependable energy solutions, reinforcing the idea that greatness—on or off the field—requires the right power behind it.

© 2026 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Duracell

Battery Giant Duracell to Open State-of-the-Art R&D Facility in Atlanta

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Berkshire Hathaway’s Duracell, a global leader in battery manufacturing, will move its Research and Development (R&D) headquarters to Atlanta, Georgia. The new facility, set to open in Summer 2026, will be housed in the cutting-edge Science Square Labs, a state-of-the-art research hub developed by Trammell Crow Company.

“This move is a significant milestone for Duracell as we continue to drive innovation in battery technology,” said Dr. Liben Hailu, Chief Technology Officer at Duracell. “We’re excited about the opportunities Atlanta will bring and confident that this new chapter will strengthen our position as an industry leader.”

The facility will feature advanced laboratories, modern collaborative workspaces, and cutting-edge technology infrastructure to support research and innovation. The relocation is expected to create over 100 jobs, boosting Atlanta’s growing technology sector.

Georgia Tech President Ángel Cabrera welcomed Duracell’s move, emphasizing the benefits of industry-academia collaboration. “This partnership fosters an environment where innovation thrives and leads to groundbreaking advancements,” he said.

Governor Brian Kemp also praised the decision, highlighting Georgia’s strong business environment. “Duracell’s move confirms that our state offers the ideal conditions for companies to grow and succeed,” he said.

Duracell plans to support employees throughout the transition while maintaining high engagement and morale. “Atlanta’s vibrant tech ecosystem and access to top-tier talent will enhance our ability to innovate efficiently and deliver superior products,” added Dr. Hailu.

The move marks a major step in Duracell’s ongoing commitment to innovation and industry leadership.

© 2025 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Acquisitions Duracell

Berkshire Hathaway’s Duracell a Potential Player for Eveready in India

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Berkshire Hathaway’s Duracell and Energizer Holdings’ Eveready brand are competitors in the US market, but India may soon be another story. At least as to who owns the rights to market Eveready for the country.

In India, the Khaitan family, is looking to sell a majority stake in their exclusive right to manufacture and market Eveready batteries.

It’s a valuable market, as India and China make up the largest markets for non-rechargeable batteries. The markets are not only the largest, but consumer demand is pushing their annual growth to a spectacular 6-7 percent rate.

Based in Calcutta, the Khaitans also have the rights to the Energizer brand, as well.

The Khaitans control Eveready Industries India Limited, and in 2015 were reportedly selling 1.2 billion batteries annually.

The 2015 death at age 59 of Deepak Khaitan, who served as Williamson Magor Group’s non-executive vice-chairman, set in motion a division of assets between his wife Yashodhara Khaitan, son Amritanshu Khaitan and daughter Nitya Bangur.

The Khaitans are also well-known as the largest bulk tea producers in the world, through their ownership of McLeod Russel India.

Duracell’s interest in India goes back to 2015, when it hired DKSH to help with the effort. Based in Zurich, Switzerland, the company is a Market Expansion Services Group that focuses on Asia.

Berkshire Hathaway acquired Duracell when it cashed out of its minority stake in Procter & Gamble in 2016, and an expansion into India, where Duracell is not a major player, would be a for a company that already has $2 billion in annual sales.

© 2019 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Duracell

Duracell to Benefit from Growth of Alkaline Battery Market

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The trusty alkaline battery will continue to play a major role in the world’s battery needs according to a report released by KD Market Insights, “Alkaline Battery Market.”

Berkshire Hathaway’s Duracell, and other battery manufacturers, including Panasonic, Toshiba, Energizer Holdings, Zhongyin (Ningbo) Battery Co.Ltd., GPB, International Limited, Spectrum Brands Holding, Sony, Samsung, and Fujitsu should see a CAGR of 1.3% during 2018-2023.

According to the report, the market is anticipated to reach USD 8,468.7 Million by the end of 2023 from USD 7,946.6 Million in 2017.

Benefits and advantages cited for the alkaline battery include higher energy density, easy availability and lower cost will power the growth of alkaline battery market.

Just a few decades ago, flashlights and toys were the primary uses of disposable batteries, but today, alkaline batteries are used in a host of applications, including everything from wireless mice to medical devices.

© 2018 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Commentary Duracell

Commentary: Energizer’s Purchase of Spectrum Brands Battery Division Increases Competition for Berkshire’s Duracell

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The announcement that Energizer Holdings, Inc. has entered into a definitive agreement to acquire Spectrum Brands’ Global Battery and Portable Lighting Business for $2.0 billion in cash means increased competition for Berkshire Hathaway’s Duracell Batteries.

The acquisition puts the Varta and Rayovac brands into Energizer’s product portfolio.

Spectrum Batteries generated 2017 revenue and EBITDA of $866 million and $169 million, respectively.

The acquisition price represents a transaction multiple of 7.5 times Fiscal 2017 EBITDA, net of tax benefits with a net present value of approximately $100 million and including estimated run-rate synergies of $80 to $100 million and the costs to achieve.

The transaction is expected to deliver modest accretion to Energizer’s adjusted earnings per share and free cash flow in the first year, excluding one-time transaction and integration costs, and will achieve additional favorable accretive impacts following our realization of targeted synergies.

“The acquisition of Spectrum Batteries represents a compelling strategic, operational, and financial fit for Energizer,” said Alan R. Hoskins, Chief Executive Officer of Energizer. “The combination will enable us to leverage Spectrum Brands’ manufacturing assets, significantly expand our international business and enhance our long-term brand building capabilities as we broaden our portfolio with the Varta and Rayovac brands and our geographies with Spectrum Batteries’ passionate global colleagues. We have great respect for Spectrum Batteries and the strong business its colleagues have built, and are excited to bring together the talented colleagues from around the globe from both organizations to drive our business to new heights. In addition, the top-line and free cash flow growth from this acquisition, combined with the opportunity to realize meaningful synergies, will further enhance our ability to drive long-term shareholder value.”

Energizer intends to fund the acquisition through a combination of existing cash and committed debt facilities, expected to consist of a new term loan and senior notes.

As for Berkshire’s Duracell, it will still be the biggest player in the alkaline battery market. Sales of Duracell batteries in the U.S. alone topped $1 billion in 2016, eclipsing Eveready’s and Rayovac’s combined sales.

© 2018 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Commentary Duracell

Commentary: Strong 2017 Sales for Duracell Show the Continued Utility of the Alkaline Battery

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Berkshire Hathaway’s battery-maker Duracell, which it acquired from Procter & Gamble in 2016, is proving the continued value of tried and true alkaline batteries.

While much of the focus in the press these days is on lithium-ion and nickel-metal-hydride batteries, and the search for batteries with more exotic chemistries, the trusty alkaline battery, which was first patented by Union Carbide in 1960, has continued to be a big sales winner.

According to reports, Duracell’s third quarter sales rose 6 percent year-to-year from 2016, as the demand for alkaline batteries continues to grow.

Sales of Duracell batteries in the U.S. alone topped $1 billion in 2016, eclipsing its major competitor brands, Eveready and Rayovac, combined sales.

Alkaline Batteries Essential During Disasters

The 2017 hurricane season that devastated the Caribbean, Florida and Houston, Texas, showed that rechargeable batteries are of limited use when the power grid goes off-line for weeks or months. They also have the downside of energy loss when stored long term. Durable alkaline batteries, which have a storage life of over 10 years, have an important place in helping people prepare for and recover from disasters.

It was a point that Duracell was able to make through its own disaster relief teams.

In Puerto Rico, Duracell’s PowerForward teams have been on the ground across the island. Its emergency response teams have given out tens of thousands of batteries, and provide charging stations through their specially outfitted vehicles. The vehicles are delivering more than $1 million worth of batteries, making this the program’s largest deployment to date.

Duracell’s PowerForward fleet consists of five trucks, custom-designed to handle specific disasters, and strategically stationed to get to any U.S. location within 24 hours. Each one is equipped with mobile charging stations and stocked with thousands of Duracell batteries.

In Puerto Rico, Duracell deployed two of its highest capacity vehicles. The Heavy Haulers pull trailers that help them transport over 100,000 AA batteries – more than any other vehicle in the fleet. Normally, one is stationed in San Francisco, California while another is kept in Portsmouth, New Hampshire. These trucks specialize in handling earthquakes, floods, landslides, wildfires, hurricanes and winter storms.

The Battery for Everyday Use

While natural disasters draw attention to the continued usefulness of alkaline batteries, for most of us it is their continued utility for more mundane needs, such as toys, electronic devices, and smoke detectors where their low cost, long storage life, and durability win out.

And Berkshire’s got the sales revenue to prove it.

© 2018 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Duracell

Berkshire Hathaway Promotes Thom Lachman to CEO of Duracell

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Berkshire Hathaway has elevated Thom Lachman to CEO of the Duracell Company, effective January 1, 2018. Roberto (Bobby) Mendez will take over Lachman’s former role, being promoted to President of Duracell North America.

Angelo V. Pantaleo, who served as CEO of the Duracell Company since Berkshire Hathaway’s acquisition of the company was completed in March 2016, has accepted the new position of President & COO of Marmon Holdings, Inc., a Berkshire Hathaway Company. He will also continue to provide oversight as Chairman of the Duracell Company Board of Directors.

Lachman joined Berkshire Hathaway as a member of Berkshire Hathaway’s Duracell Transition Team on November 1, 2015, and has served as Duracell’s President of North America since March 1, 2016.

Before coming to Berkshire Hathaway, Thom gained over 30 years of experience with Procter & Gamble (P&G). His last role as President of P&G Canada was preceded by a role leading the North America integration of the Gillette acquisition. He also served as the Global Marketing Director for PUR Water Filtration. Rounding out Thom’s P&G career is a variety of brand and manufacturing management roles, having earned both his B. S. in Chemical Engineering and his MBA from Tulane University.

“Thom and Bobby are crucial members of the Duracell leadership team,” said Angelo Pantaleo. “We are excited to see them flourish in these new roles and strengthen even further the success of this great company.”

Bobby joined Berkshire Hathaway officially on the date the Duracell acquisition was completed: March 1, 2016, and has served as Duracell’s President of Latin America & OEM business since that time. Prior to coming to Berkshire Hathaway, Bobby enjoyed a career with Procter & Gamble that spanned over 23 years. For the last 6 years of his P&G career, Bobby served as Duracell’s CFO. Before Duracell, Bobby held a number of financial roles including CFO for P&G Mexico, LA HQ Corporate Finance Associate Director, and Group Manager for Puerto Rico/Caribbean Finance. Bobby earned his BSBA in Finance from Georgetown University.

© 2017 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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Duracell

Duracell PowerForward Team on the Ground in Puerto Rico

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Duracell’s PowerForward teams are on the ground in Puerto Rico. The emergency response teams give out thousands of batteries and provide charging stations through their specially outfitted vehicles.

The vehicles wiil deliver $1 million worth of batteries, making this the program’s largest deployment to date.

Since 2011, Duracell PowerForward has been helping affected communities across the country by distributing free Duracell batteries, charging mobile devices, and providing Internet access to those in need so they can connect with family. They have given out over 463,000 batteries in 30 deployments
.
The Duracell PowerForward fleet consists of five trucks, custom-designed to handle specific disasters, and strategically stationed to get to any U.S. location within 24 hours. Each one is equipped with mobile charging stations and stocked with thousands of Duracell batteries.

In Puerto Rico, Duracell has deployed two of its highest capacity vehicles. The Heavy Haulers pull trailers that help them transport over 100,000 AA batteries – more than any other vehicle in the fleet. Normally, one is stationed in San Francisco, California while another is kept in Portsmouth, New Hampshire. These trucks specialize in handling earthquakes, floods, landslides, wildfires, hurricanes and winter storms.

“We at Duracell have been deeply moved by the resilience of those in Puerto Rico. Through our PowerForward initiative, a program I am most humbled and proud to be a part of, we will be distributing more than $1 million worth of batteries to local residents over the next month or more,” said Ramon Velutini, Vice President of Marketing at Duracell. “Trusted power is absolutely critical following widespread power outages caused by storms like Hurricane Maria, and we will be offering free Duracell batteries to help residents stay safe and connect with their loved ones by powering mobile devices, radios and flashlights, and providing trusted power for critical medical devices like dialysis machines, hearing aids and ventilators.”

© 2017 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.