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THE BEVERAGE GUIDE FROM PAGE 70 upon us, our consumers can enjoy a lemonade a day without the guilt or expanding waistline,” he said. Mr Graebner says Level Beverages’ iced-tea brand, Arizona, “has its bulk volume in grocery – Coles and Woolworths – \\\\\\\[which has\\\\\\\] helped us greatly \\\\\\\[during Covid-19\\\\\\\]”. “It’s also gaining expansion in distribution,” he said. “Grocery has been an absolute lifesaver for us.” On the subject of “natural” energy drink 28 Black, Mr Graebner says the product has gained further distribution and is now ranged in Euro Garage and Caltex. The brand has also recently launched a new flavour, Absolute Zero Guava- Passion Fruit. “28 Black is from Germany,” he said. “When I do ‘limiteds’ or additional variants \\\\\\\[of the product in Australia\\\\\\\], I go after their guidance in Germany: what’s selling well over there. In Germany, as here, ‘no sugar’ is a significant trend. \\\\\\\[Absolute Zero Guava-Passion Fruit\\\\\\\] is \\\\\\\[28 Black’s\\\\\\\] latest launch in Germany and that’s why we’ve added it to our portfolio.” 72 RETAIL WORLD NOV, 2020 Looking ahead, Mr Graebner says he is more enthusiastic than ever about Level Beverages’ performance and development. “There’s a positive sparkle in all three of my brands,” he said. cent of total annual value scan sales,” he said, “so we plan to provide as much promotional and POS support as we can to our retailers during this summer period, especially as we’re still navigating Covid-19.” Mr Andrade acknowledges, however, that retail space is at a premium throughout the summer, especially at Christmas and new year. “Therefore, we aim for exposure in discretionary off-location and paid-for displays, where possible, to ensure maximum visibility of our brand and product range throughout this period,” he said. “We work closely with regional and state managers, as well as multi-store owners, to create a marketing activation plan for the Christmas period to optimise sales, and also minimise out-of-stocks to take the pressure off the retail staff. “In addition, we partner with major retailers to secure positioning in their catalogues to promote the Edenvale alcohol-removed wines available in-store, and amplify the voice of the wider non-alcoholic category as we continue our efforts to promote a balanced lifestyle.” Ready for responsible socialising Edenvale National Business Manager Paul Andrade says the summer months are very important for the company, as well as the wider non- alcoholic beverages category, with the spring events calendar always igniting the festive season with new and exciting ways to celebrate and socialise responsibly. “In previous years, the summer months have made up around 37 per