Bragg’s apple cider vinegar is owned by an investor group led by private‑equity firm Swander Pace Capital, along with Dragoneer Investment Group and several celebrity co‑investors including Katy Perry, Orlando Bloom, and Pressed Juicery founder Hayden Slater.

Current ownership

  • In 2019, Bragg Live Food Products (the maker of Bragg’s apple cider vinegar) was sold by longtime CEO Patricia Bragg to an investor consortium rather than a single individual.
  • That consortium includes Swander Pace Capital and Dragoneer Investment Group as the main financial owners, with Katy Perry, Orlando Bloom, and Hayden Slater participating as co‑investors and board‑level influencers rather than sole owners.

Rumors and clarifications

  • Online rumors have claimed that Bill Gates personally “bought Bragg” or that he secretly controls the brand, but no public records or transaction reports link him to Bragg’s ownership.
  • Fact‑checking and industry reports consistently attribute the 2019 acquisition only to the Swander Pace–led group and the named celebrity investors, with no evidence of Gates having an ownership stake.

What this means for the brand

  • Bragg continues to operate as a health‑focused vinegar and wellness company, now backed by private‑equity capital that aims to expand distribution and marketing while keeping the long‑standing brand identity.
  • Public statements from Bragg emphasize that the apple cider vinegar recipe itself has not changed, addressing consumer concerns that “new owners” may have altered the formula.

Information gathered from public forums or data available on the internet and portrayed here.