It’s the most popular energy drink in Australasia, it’s currently available in 18 countries including the UK, Holland, Sweden and Argentina, its marketing campaigns with Colenso BBDO have won a host of prestigious awards, and it’s clocking up $250 million worth of exports each year. Well, that’s set to rise, because Frucor Beverages has announced that V will soon be available in Spain thanks to a partnership with Frucor’s Spain-based 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 says. And when you look at some of the stats, that’s not just hyperbole: V was developed by the Frucor team in South Auckland and launched to the New Zealand market in 1997. It now has around 60 percent market share in NZ and approximately 40 percent in Australia. It’s also the number one beverage sold in New Zealand petrol stations, outselling Coca Cola by 70 percent.
“The acquisition of Frucor by Suntory last year has opened doors for us in the international marketplace,” he says. “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.
Frucor’s general manager international, Scott Johnson, moved from his New Zealand based role with Frucor last year and he is now based in Amsterdam, working closely with Orangina Schweppes to launch V to the Spanish market.
“Orangina Schweppes has excellent networks and local market knowledge – these are very important if we are to successfully establish ‘V’ in Spain, he says. “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.”