Barcode Scans Texas with H-E-B Expansion
Hydration drink brand Barcode is expanding its presence across Texas by going chainwide with grocer H-E-B this week.
Barcode founder and CEO Mubarak “Bar” Malik told BevNET this week that the expansion in H-E-B extends from the brand’s exclusive partnership with San Antonio Spurs star player Victor “Wemby” Wembanyama. The brand announced this summer that it had entered a five-year deal with the NBA rookie, who had been highly touted in sports media as one of the most exciting draft prospects in recent memory. According to Malik, Wembanyama’s selection by the Spurs was fortuitous for Barcode, which had already ID’d Texas as a key market for growth.
“When you think about distribution and retailers, I can’t think of any bigger retailer in Texas besides H-E-B,” Malik said. “Obviously, H-E-B has a big partnership with the Spurs, and with Wemby being the face of the Spurs, the synergy is just very authentic and our ability to get into H-E-B this quickly is huge for us.”
The grocer will carry Barcode’s Malibu Punch and Lemon Lime flavors, and will be adding an upcoming flavor – co-created with Wembanyama – early next year, Malik added.
Wembanyama has been a standout player for the otherwise struggling Spurs team this year, and the rookie’s star power has also been helping the brand in discussions with other retail partners, Malik said, including several big box retailers the company is currently in negotiations with.
The brand recently launched a new video commercial campaign featuring Wembanyama which is airing on ESPN, Hulu and Peacock. The company has also focused on out-of-home and social media campaigns as well.
“Things have been exemplary as far as the partnership has gone, from the digital visibility; His commercial that has launched has garnered over 10 million impressions,” he said. “We’ve had billboards in Austin and San Antonio and they have done very well for us at a very low cost.”
Beyond H-E-B, Barcode is also seeded throughout Texas in Buc-ee’s convenience stores, as well as Randalls, Tom Thumb and Albertsons accounts. The brand is primarily distributed through DSD houses including Dynamo Specialty Distributing and Glazer’s Beer and Beverage, both of whom will help service the expanded H-E-B presence.
To support the rollout, Malik said Barcode has hired two new sales managers for Texas and an ancillary merchandising team.
Throughout 2023, Barcode has maintained a focus on four core markets – Texas, New York, California and Florida – and the brand has repeatedly refused offers to expand elsewhere, including shooting down possible partnerships with sports teams in other markets, Malik said. Heading into 2024, he said the goal is to double down on those four regions before spreading the brand further.
This fall, at the start of the NBA season, Barcode also announced an exclusive partnership with the Brooklyn Nets. That deal coincided with the brand’s expansion into the New York and New Jersey market, which is now expanding via online grocer FreshDirect, serviced by Rainforest Distribution – which also gives Barcode some reach in Connecticut.
The Nets partnership, which includes in-stadium signage and courtside beverage service for players, is also now helping Barcode to make new connections with investors ahead of its Series A fundraising round in the new year. Malik said team ownership has helped introduce the brand to potential financiers.
“When we think about fundraising and bringing in strategic investors, that partnership has kind of bridged the gap for us to get in front of different people who can really move the needle for Barcode as we start thinking about more serious rounds of funding,” he said. “I think a lot of that has to do with the connectivity to Brooklyn and the New York City pulse, and just having the Nets as a partner.”
Poppi Partners with Juice Press
Prebiotic soda brand Poppi is now the exclusive soda for Juice Press stores. The juice bar chain announced this week that the brand is now rolling out to all 80 of its locations nationwide.
Poppi, which contains just 25 calories and 5 grams of sugar or less per can, fit well with Juice Press’s emphasis on health and wellness, the company said in a press release.
“At Juice Press, we believe in offering our community the very best in wellness, and poppi’s innovative and delicious beverages perfectly align with our mission,” Juice Press CEO Michael Karsch stated.
Tea Drops Latte Kits Hit Walmart
Bagless tea maker Tea Drops has launched its Latte Kits line into 1,500 Walmart locations nationwide, according to founder and CEO Sashee Chandran. The mass retailer will also carry an exclusive SKU: Vanilla Bean Latte.
“This launch almost didn’t happen and was riddled with all kinds of challenges too long to list here, but I’ve learned that the best any of us can do at times is put one foot in front of the other, stay the course, and never lose hope,” Chandran wrote on LinkedIn.
Waterdrop Goes to Walgreens
“Microdrink” maker Waterdrop is rolling out into 1,500 Walgreens stores across the country, announced brand co-founder Henry Murray this week. The drug store chain will carry two flavors of the brand’s Microlyte line.
“This partnership with Walgreens represents a significant step towards making daily hydration both easy and accessible,” Murray said on LinkedIn. “It ensures that our customers can conveniently find their favorite hydration solutions right where they are.”
Chamberlain Goes to Albertsons
Chamberlain Coffee is extending its oat milk latte line to Albertsons stores, the brand announced via email today. The new line debuted earlier this month.