Beckoning with beverages

Much like the lead-up to last summer, Australians approach the upcoming warm season with uncertainty.

With restrictions and border closures in place around the country at the time of writing, it’s difficult to determine what the months ahead – generally full of travel and celebration – will hold.

Whatever the case, Retail World has put together The Beverage Guide featuring advice from beverage brands and insights on what they have planned for summer.

We’ve collated a few highlights from the guide below.

Sanpellegrino

Sanpellegrino’s sales are claimed to increase by 35% in summer.

With this being the case, Brand Manager Damian Giorgini says that during this period, Sanpellegrino runs campaigns in-store to make sure the company captures its share of the market.

“In addition to this, we utilise a number of media platforms, both digital and non-digital, to assist in building brand awareness of our products, leading to increased demand and driving traffic to our retailers’ stores and e-commerce sites,” he says.

“A [further] key area of focus is on events and sponsorships, where we look to increase our brand presence at key food and/or lifestyle events through brand activations, [giving] consumers the opportunity to learn about our product, but most importantly, sample them.”

Naked Life

Summer is a “vital period” for non-alcoholic beverages, says The No Nasties Project founder David Andrew, adding that the company’s brand Naked Life sees the seasonal impact reflected in strong category growth.

“Especially with sights on lockdown [in some parts of the country] lifting around that November period, there can be an extra influx expected into social gatherings, going into the festive season,” he says. “We’re proud to be offering Australians a non-alcoholic alternative for their upcoming festivities.”

Koko & Karma

Functional coconut water brand Coco Luxe has rebranded to Koko & Karma.

“Koko & Karma was the manifestation of bringing my true purpose for the business, which is creating high quality products without falling down on our commitment to planet and people,” says founder Jodie Evins.

“We’ve spent 18 months selecting our new canning supplier, who can maintain our commitment to the farmers from which we source the raw ingredients, the factory workers’ rights and working conditions. We now have infinitely recyclable packaging, while carbon offsetting – and committing 1% to environmental causes.”

Koko & Karma 250ml cans are available from this month in the variants of Prebiotic Coconut Water with Lychee, Sparkling Hemp Coconut Water with Apple & Lychee, and Collagen Coconut Water with Acai.

Broth & Co

Broth & Co co-founder Nellie Procopiou says summer is a “perfect time” to introduce IQ.N Intelligent Nutrition’s collagen powders to your beverages offering.

“The benefits of collagen for beauty and weight loss are well known, and summer is the perfect time to promote them,” says Ms Procopiou. “It’s the time we all want to look particularly good.”

IQ.N Intelligent Nutrition’s Collagen Beauty offering includes Healthy Glow Collagen Beauty Powder (claimed to be made with grass-fed beef collagen) and Skin Glow Marine Collagen Beauty Powder to use for a “refreshing” drink, plus a range of natural bars.

Read The Beverage Guide in its entirety in the October issue of Retail World.