Elegance Brands announced this week it will change its name to SWAY Energy Corporation, reflecting a shift in focus on its two leading brands, SWAY Energy and ready-to-drink vodka cocktail VOCO.
Launched in spring 2021, SWAY and VOCO have quickly emerged as the fastest growing lines for the California-based beverage portfolio company. According to chief commercial officer Sam Wilson, SWAY is currently available in upwards of 4,800 retail accounts around the country – primarily in the convenience and grocery channels – while VOCO is also stocked in the majority of stores carrying SWAY.
Promoted as “Energy + Immunity,” SWAY is a zero sugar, all-natural energy drink containing 160 mg of caffeine sourced from green tea per 12 oz. can and has added vitamins to promote muscle growth. The drink is available in Mango, Passion fruit, Strawberry, Lemon Lime, Watermelon and Orange flavors.
VOCO is a low calorie canned cocktail containing a blend of vodka, soda water, fruit juice and coconut water. Each 12 oz. can has an ABV of 4.9% and the line comes in Mango, Lime, Pineapple and Passionfruit flavors.
As part of the rebrand, SWAY Energy Corp. will divest the other brands in its portfolio. CBD energy drink Gorilla Hemp, which was the company’s flagship product when it launched in 2019, will be discontinued, Wilson said, as will spirit brand Elegance Vodka. Meanwhile, bitters brand Bittertales is set to be sold to Australian Boutique Spirits, another company owned by SWAY Energy Corp.’s founder and CEO Raj Beri.
“First and foremost, [the rebrand is] to simplify everything that can be simplified,” Wilson said.
He noted that the new name, in addition to clearly connecting the parent company to its lead product, reflects an entirely revamped go-to-market strategy. When Gorilla Hemp was initially launched, he said the company had “decided to be somewhat bold” and created its own self-distribution model in the Los Angeles market. But as SWAY and VOCO emerged as frontrunners the company began building a DSD distribution network and began focusing on expanding outside California.
Now, SWAY Energy Corp. has partnered with Anheuser-Busch InBev’s AB ONE distribution unit and SWAY is expected to be on all trucks in the system by the end of April, Wilson said. Aside from AB ONE, the company is currently partnered with 28 DSD houses covering 18 states, and expects to be in 70 distributors by the end of 2022. The company has also brought on two new field sales managers to support the expansion.
SWAY is also now expanding further east, and will enter all 900+ QuikTrip accounts, with half a shelf in all stores, across the Midwest and Southeast, Wilson said. Elsewhere, SWAY and VOCO have entered H-E-B stores in Texas, which helped the company to bring on Glazer’s Beer and Beverage as a distribution partner and in Arizona, they’ve signed with Hensley Beverage Company.
As well, the company has partnered with several pro sports organizations, including the San Diego Padres, the Phoenix Suns, the WNBA Phoenix Mercury and skateboarding org The Berrics, alongside the Miss USA and Miss Teen USA pageants.
Looking ahead, Wilson said that as the better-for-you energy and RTD cocktail categories continue to rise, SWAY Energy Corp. plans to keep its focus on the core channels and rely on brand building fundamentals.
“When we think about the strategic priorities for this year, at the end of the day it’s, you know, keep it simple,” he said. “That’s what we’re focused on. Let’s not overcomplicate this.”