Elegance Brands Opens California Self-Distribution Hub
Los Angeles-based Elegance Brands is aiming to bolster its presence at West Coast retailers with the launch of a self-distribution operation that will serve 1,400 retailers across the San Bernardino and Los Angeles metro areas.
The company’s debut release, Gorilla Hemp CBD Energy Drink, was backed by an exclusive agreement with Texas-based KC Distributing to sell its CBD energy drink brands for a 12 month period. Since that product debuted last Fall, Elegance has followed up with a slate of new product launches across an array of categories, including SWAY Energy + Immunity, Bittertales Aromatic Bitters and VOCO, a canned RTD cocktail made with vodka and coconut water that was introduced last month.
According to the company, as of April Elegance has secured 56 distribution commitments with a potential reach of 49,750 outlets nationwide, including 28 distributor commitments for across the portfolio of SWAY, Gorilla Hemp, and VOCO. DSD partners include Hensley (Arizona), Jack Hillard (Houston) and Ajax Turner (Tennessee). Last month, the company launched a direct-to-consumer e-commerce platform for its brands.
In Southern California, identified by the Elegance as a key market for energy drinks, the new self-distribution arm will complement existing regional DSD coverage from John Lenore & Co. (San Diego), Straub Distributing (Orange County) and Heimark Distributing.
Former Red Bull, Bang Energy and CLEAN Cause sales director David Kizer, who joined Elegance as VP, General Manager in December 2020, will oversee operations at Elegance Distribution Company, along with leading all DSD partnerships in Southern California.
“Southern California is a high priority for Elegance, and we took the opportunity to launch our own distribution company to support our expansion efforts,” said Raj Beri, CEO of Elegance Brands in a press release. “The Elegance Distribution Company represents a huge step for our brands and we look forward to better serving consumers in California and throughout the U.S.”
Kroger Takes Jones Soda Special Release Series
Having begun to recover in Q1 from the pandemic’s devastating effect on the its fountain business, Jones Soda Co. is leaning further into its retail business with this week’s announcement that its new limited-edition flavor series will be entering over 1,800 Kroger locations nationwide.
The Jones Special Release program features a rotating selection of the Seattle-based brand’s more adventurous flavors — the first two being archival re-releases Birthday Cake Soda and Pineapple Cream Soda — that change every six months. The former, created for the brand’s 20th anniversary in 2016 and now revived in January for this year’s 25th, will be in market through the end of the month, while the latter will be available from July through December.
“Kroger’s decision to carry our Special Release series is a strong validation of our strategy of adding limited-edition flavors to our standard lineup,” said Mark Murray, president and CEO of Jones Soda, in a press release. “With the allure of limited-time-only products as well as the pipeline of innovation we are creating by using this program to test new flavors, we are creating a new revenue stream that will help us continue on our current growth trajectory.”
The company also introduced its first mass-market variety 12-packs, including a Fan Faves Variety Pack bundling Jones’ top-selling Cream Soda, Berry Lemonade, Orange Cream and Green Apple flavors, and a Mixer Variety Pack containing Jones Cola, Lemon Lime and Ginger Beer targeting today’s craft cocktail and at-home DIY trends. Both packs are expected to increase company penetration in the mass market and club channels.
Rejuvenate Makes First Shipments To Walgreens
Plant-based protein drink Rejuvenate is now available on shelves at 8,468 Walgreens stores across the country. The RTD beverage comes in Chocolate, Vanilla and Mocha flavors available for purchase in four-pack and 12-packs of 11 oz. Tetra Pak cartons. In addition, Rejuvenate parent company Element Nutritional Science announced earlier this year that the protein drink will also be available online through Sam’s Club.
“Our early success securing shelf space with North America’s top retailers is directly attributable to our product innovation,” said Stuart Lowther, Chief Executive Officer of Element in a press release. “Going forward, we will be focused on expanding our distribution network, working to improve the velocity of sales with existing partners and innovating new products to help consumers improve muscle health.”
This recent expansion brings Rejuvenates current store count to 16,000 locations across North America. Rejuvenate also makes a powder sachet product to support muscle health that is sold on the brand’s website.
TEAKOE Expands Distribution In Texas And Signs Agreement with UNFI
Denver-based tea brand TEAKOE, makers of Fizzy Tea, extended distribution beyond the Southwest region and into Texas with Central Market and Royal Blue Grocery stores. FizzyTea will be available at retail locations throughout Austin, Houston, Dallas, San Antonio, Plano and Fort Worth. Additionally, TEAKOE has signed an agreement with UNFI to expand its off-premise distribution.
“Partnering with UNFI to open up new distribution channels has been instrumental for sustained growth,” said founder Pete Jokisch in a press release. “We’re fortunate to have the support of strategic partners like UNFI to extend our reach into new regions as we expand.”
The agreement with UNFI will expand FizzyTea’s availability across the southern region of the United States, a market known for its year round consumption of iced tea, according to the company. Products will be distributed from UNFI’s Lancaster, Texas center to retailers in Texas, Oklahoma, New Mexico, Arkansas and Louisiana.
C4 Energy Now On The Shelf At Additional Kroger Locations
Austin-based beverage brand C4 Energy will now ship its top flavors including Frozen Bombsicle and Strawberry Watermelon, to an additional 1,800 new Kroger locations throughout the United States. So far this year, C4 has added 20,000 stores to its total count while expanding into new regions and within existing markets.
“Our continued growth is a testament to C4 Energy successfully delivering on its promise to provide a newer brand of energy that is differentiated both in its functionality and overall consumer experience,” said Doss Cunningham, CEO of C4 Energy’s parent company Nutrabolt in a press release.
The brand has gained additional distribution among existing retail partners this year including 7-Eleven, Circle K, Safeway & Albertson, Casey’s, Murphy Oil and Food Lion. Kyle Thomas, the former General Sales Manager of Emerging Brands at Coca Cola recently joined the C4 Energy team as Executive VP and General Manager to lead sales and strategy efforts.
HopTea Now Available At Target
The tea brand HopTea will now be on the shelf at select Target Stores nationwide, according to a post on LinkedIn by co-founder and CEO Dean Eberhardt. The line is available in a range of flavors from a standard black tea to “mile-high-biscus,” a limited-edition tropical hibiscus brew. HopTea is currently sold on Amazon and Whole Foods stores across the country.