Frucor Set to Build on Annual Exports of $250 Million
Frucor Beverages today announced that Australasia’s most popular energy drink ‘V’, will soon be available in Spain,
thanks to a partnership with Frucor’s sister company, Orangina Schweppes.
Frucor Managing Director Mark Cowsill says launching ‘V’ to the Spanish market is another significant step towards
achieving Frucor’s plan to make ‘V’ a global brand.
“V is a truly Kiwi innovation and it has enjoyed huge success in New Zealand and Australia. In fact I believe it is
probably the most successful consumer product launched in New Zealand in the last 30 years,” he said.
“The acquisition of Frucor by Suntory last year has opened doors for us in the international marketplace. Suntory’s
support, knowledge and networks will be invaluable for Frucor as we up our focus on the global growth of our brands and
business over the next five to ten years.
“We are very excited by the strong interest and response we are seeing internationally. The Spanish market for energy
drinks is showing solid growth, yet it is still relatively underdeveloped compared to the rest of Europe.
“This provides us with a great opportunity, particularly given our relationship with Frucor’s Spain-based sister company
Orangina Schweppes,” he added.
Frucor’s General Manager International, Scott Johnson, last year moved from his New Zealand based role with Frucor, and
he is now based in Amsterdam, working closely with Orangina Schweppes to launch ‘V’ to the Spanish market.
“Orangina Schweppes have excellent networks and local market knowledge – these are very important if we are to
successfully establish ‘V’ in Spain, he said.
“We have learnt a lot through our experience with ‘V’ in the UK, Holland, Sweden and Argentina, and we are using this
knowledge, as well as the insights we have gained over the last three years through our extensive market research in
Europe,” he added.
The expansion of ‘V’ into Spain will add to Frucor’s current annual exports of approximately NZ$250 million worth of
beverages a year.
About ‘V’
‘V’ is currently available in 18 countries, including New Zealand, Australia, the UK, Holland, Sweden and Argentina.
‘V’ is a truly Kiwi innovation – it was developed by the Frucor team in South Auckland and launched to the New Zealand
market in 1997, recognising consumer’s need for a cold beverage “pick-me up”.
‘V’ is the market leading energy drink in NZ and Australia, with around 60% market share in NZ1, and approximately 40%
in Australia2.
‘V’ is the number one beverage sold in NZ Petrol Convenience stores, outselling Coca Cola by 70%3.
Sales of ‘V’ in Petrol Convenience in NZ are equivalent to total carbonated soft drinks sales by value4.
‘V’ has enjoyed several popular and hugely successful advertising campaigns which have been recognised with a number of
awards, most recently:
• TVNZ NZ Marketing Awards, 2010 Joint Winners of FMCG Award – V Pocket Rocket, Rocket Man Campaign
• TVNZ NZ Marketing Awards, 2010, Innovation in Marketing Award Winner – V Pocket Rocket, Rocket Man Campaign
• New Zealand EFFIE Awards, 2010 - V Pocket Rocket, Rocket Man Campaign - gold ‘FMCG’ category, silver ‘Most
Integrated Campaign’ category, silver ‘Return on Investment’ category, bronze ‘Best Use of PR/Experiential in a
Marketing Campaign’ category.
• Asia Pacific Media Effectiveness Awards, 2009 Bronze Medal - Big ‘V’ Monster Truck Campaign
• New Zealand Juice & Beverage Association 2008, Energy/lifestyle Category winner - ‘V’ Green
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