BUNDABERG, Australia — Already the #5 Ginger Beer in the U.S. and #1 in California, Australian-based Bundaberg Brewed Drinks has set its sights on accelerated stateside growth, beginning with the appointment of Derika Legg as the brand’s U.S. General Manager, along with an enhanced sales and marketing team. Derika brings 15 years of beverage industry experience and was tapped to help drive strategic growth in the U.S. as the brand prepares to seriously expand retail distribution and amplify consumer outreach.
Craft brewed over three days, using real ingredients such as ginger root and cane sugar, Bundaberg is uniquely positioned for growth in the U.S. market. As the traditional Carbonated Soft Drinks (CSD) market decreases, the craft soda trend was up 3.1 percent as of November 2017 with the category expected to reach 1.5 billion by 2020. Millennials are leading the trend as they look for authentic, quality beverages, new experiences and flavors. Ginger is a sought-after flavor, ranking in the top 10 in Google’s 2017 Beverage Report.
“Derika is a seasoned professional with a well-rounded and thorough understanding of the U.S. beverage industry and her insights will be invaluable as we continue to grow the Bundaberg brand in the U.S.,” said Head of Sales, Mike Stacey, “As the craft trend continues and consumers seek out authentic and unique beverage options, we are confident that she’ll help elevate Bundaberg Brewed Drinks as a leader in the market.”
Derika will work to increase Bundaberg’s presence in market along with the growing U.S team, including a dedicated international Marketing Manager, Kym Vercoe, who is headquartered in Los Angeles, and a new Regional Sales Manager for the South, Antoinette Munroe, located in Florida. The team is gearing towards growth given the indications that craft beverages are increasing in share of the category: Zenith 2017 research shows while the Premium segment of the craft category accounts for only around a third of the category size (28.8 percent), it’s driving more than half of the growth (50.2 percent).
“There’s extraordinary potential for Bundaberg’s growth in the U.S. given the current appetite for premium, authentic craft beverages,” said Legg. “It is already one of the fastest growing craft soda brands and drives nearly three times the dollar sales of the category leader per point of distribution. With the enhanced team and focus, Bundaberg is primed to grow exponentially.”
About Bundaberg Brewed Drinks
Bundaberg Brewed Drinks is an Australian family-owned company known for its premium drinks, including Ginger Beer and its other non-alcoholic beverages. For three generations, they’ve kept tradition at heart, brewing to traditional recipes, using time-honored brewing methods, and the best quality ingredients. Guided by the rule, “If it’s worth brewing; it’s worth brewing well,” Bundaberg craft brews their drinks over three days to capture the refreshing taste of ginger and Bundaberg’s other real ingredients inside every beverage. Unlock the flavor by inverting the bottle before removing the unique rip-top cap to open – Flip, Rip and Sip. Cheers and Enjoy!