“I’ve been talking to Chris Caffey since we launched BURN over four years ago,” said Tyler Benedict, President and founder of Source Beverages. “We’re very excited to finally partner with them!”
The distribution deal is expected to give both companies competitive growth in two of the top North Carolina markets. Source will take advantage of I.H. Caffey’s strong distribution network and reputation for quality among its retail customers. I.H. Caffey benefits from BURN’s strong local following and the aggressive sampling and promotional activity conducted by BURN’s marketing team.
“We wanted a strong brand to fill a hole in our portfolio, and BURN was the right choice,” said Chris Caffey, President and Owner of I.H. Caffey Distributing. “They’ve proven their brand in the marketplace…you don’t see too many independent energy drinks last for more than six months, let alone the four-plus years BURN’s been on the market.”
Source will kick off the Triad area first to bolster its already strong sales and retail network with aggressive sales and marketing support.
“We are riding along with Caffey’s sales force several days per week for the next few months,” Benedict said. “And we’re supporting the brand with constant street-level sampling, radio promotions with 107.5 FM and Greene Street Bar and nightclub and bar parties.”
Source will implement a similar program in Charlotte in December to drive sales and assist with retail placement, including strong shelf programs for the retailers and on-premise and student sampling.
“We were the top selling energy drink in Handy Pantry’s 30 Charlotte-area stores before they sold them off in 2003,” Benedict said. “Now, we have a chance to come back to Charlotte in a big way and show everyone what BURN can do.”