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Red Bull and Charlie’s partner up

18 April 2005

Red Bull and Charlie’s partner up to take on the giants

Red Bull and Charlie’s have partnered up to provide supermarkets and wholesalers with a new representation arrangement.

As of today 18 April 2005 the NZ based company Charlie’s will represent the global energy drink brand Red Bull at supermarket and wholesale level.

“It is quite a major move,” said Red Bull Channel Manager – Off Premise Paul Elsom. “Both companies are very much like ‘David’ in the market and this partnership will help us to grow in the face of the ‘Goliath’s’ Coca-Cola and Frucor.”

The representation arrangement follows a recent decision by Charlie’s to bring their sales and distribution operations in house, meaning they now boast a full field force throughout the country.

“By building a single minded beverage focused sales model for the supermarkets and wholesalers we are able to achieve the standard of service the trade requires in building a successful relationship,” says Charlie’s Managing Director Stefan Lepionka.

“These premium brands (Charlie’s and Red Bull) give us the opportunity to compete on a service level supported by a premium product offering as an alternative to the trade,” says Lepionka.

With Charlie’s representing Red Bull there is now a great opportunity to improve both brands’ performance in areas of in-store activity, point of sale, merchandising and promotional activity.

“It’s a major win for the retailer because now they will be able to speak with someone face to face on a regular basis that is representing our brands,” says Elsom.

“There will now be an on the ground retail focus in areas outside of the main cities Auckland, Hamilton, Wellington, and Christchurch. Our expectation is to increase our service level to all of them,” says Elsom.

Red Bull will maintain its current field force for off-premise sales throughout New Zealand.

Red Bull was the first energy drink to be introduced into the New Zealand market in 1996. Red Bull NZ has been experiencing double digit growth since its inception.

Globally Red Bull GmbH (Austria) has approximately 70% value share of the global energy drink category. Red Bull GmbH continues to grow globally and will exceed sales (globally) of 2.2 billion units during 2005. Red Bull is now available in over 130 countries.


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