In the latest distribution roundup, Juvee capitalizes on the reach of its new owners, Illicit Elixirs aligns with fitness and Lemon Perfect goes national in one of the biggest natural channel retail chains.
Juvee Sells Out in Target
Fewer than four months after its acquisition by Milwaukee-based craft beverage company Sprecher Brewing, energy drink brand Juvee has expanded its national footprint from roughly 700 to around 2,200 stores, including 1,100 Target locations.
Speaking to BevNET at the Beverage Forum conference in Manhattan Beach, California this week, Sprecher CMO Sam Keene said the early stage energy drink rolled out into Target nationwide on April 7. Within three weeks, the brand had sold out its stock in a bulk of the chain’s stores, Keene said, with many now likely to increase their replenishment rates to match unexpectedly strong velocity.
Juvee was created in 2022 by esports group and gaming lifestyle brand 100 Thieves, serving as a better-for-you alternative to gamer-focused drinks like MTN Dew Game Fuel with a broader focus on Gen Z consumers. In January, the brand was acquired by Sprecher, a decades-old regional beverage business known primarily for its root beer and craft sodas. Keene, who co-founded Juvee, joined Sprecher as CMO as part of the merger.
While Juvee has entered an additional 1,500 stores since January, Target has been the true game changer, Keene said, helping skyrocket sales, with the Midwest among its strongest regions.
While the brand sought to lead its existing consumer base to Target stores through social media marketing, Juvee has also benefited from a competitive price point of $2.79. Keene suggested that it is now one of the most affordable products in the energy set in many Target locations, as competitors like Celsius have undergone price increases in recent months.
Juvee was Sprecher’s third brand acquisition since 2021, and reflects an ambitious strategy to modernize and scale the business across the country. While Juvee’s parent company has given it access to a vertically integrated system and national DSD network, the energy drink has helped to connect the traditional Sprecher brand to youth and gamer culture.
This month, Sprecher is launching a limited edition 16 oz. canned root beer promoting the Call of Duty game series, which will be available in national retail and on GoPuff. Keene noted that he had been interested in the past in working with the Activision-owned series for Juvee, but was unable as Monster has exclusivity to Call of Duty in the energy category. However, Sprecher was able to secure the partnership for its caffeine-free full calorie and 45 calorie root beers.
Keene said Sprecher is now setting a goal to become the top independent root beer in the U.S. and will continue adding distribution and increasing marketing efforts over the next three to five years.
In the more immediate future, Juvee will add its first new flavor extension since the acquisition early next month, Keene said. However, the flavor itself is still under wraps.
Illicit Elixirs Adds Retail Muscle
Dopamine-boosting beverage Illicit Elixirs has entered a long term partnership with Life Time Fitness. LifeShop, the fitness company’s curated digital store, is now offering a four-can variety pack of Illicit Elixirs online.
The partnership aligns with Illicit Elixirs positioning within the wellness community. The functional beverage maker currently produces four cheekily named varieties (Late Night Fruity Call, Let’s Party Peaches, Watermelon Lime Thirst Trap and Vegas Bauch-A-Berry) of low sugar (10g per can) and low calorie drinks. The Elixirs feature the brand’s DopaJoy proprietary blend of supplements, amino acids and antioxidants that support dopamine production.
Adding to its online footprint, Illicit Elixirs is readying to launch in 265 Walmart stores later this month. The brand is already available on Walmart.com but is now adding a physical presence across 41 states.
The brand is currently in about 1,000 stores including independent fitness and supplement retailers as well as select 7-Eleven locations.
Lemon Perfect Takes It Up A Notch In Whole Foods
Enhanced water brand Lemon Perfect has expanded its three-region (Southern California, Rocky Mountain and Northeast) partnership with Whole Foods Market and is now available nationwide in all 530 stores. The natural retailer will be offering Lemon Perfect’s top three flavors: Original Lemon, Dragon Fruit Mango and Peach Raspberry.
The zero-sugar flavored water brand recently increased its format size from its original 12 oz. to 15.2 oz bottles. Though the Whole Foods expansion was not dependent on the upgraded value-size, a representative from the company noted that Whole Foods “loved” how the new size aligned with the retailer’s shoppers.
The brand has been steadily building out its retail footprint since garnering the support of Beyonce “Cowboy Carter” in a $31 million Series A in April 2022. Lemon Perfect is now located not only in conventional, natural, mass and club channel chains like Publix, Wegmans, Target and Costco but is also distributed in over 100 airport terminals.
Perfect Hydration Brings New Aluminum Bottle To Retail Partners
Alkaline water brand Perfect Hydration has charged its batteries and expanded its doorcount with a number of key retailers. The bottled water brand launched a 16 oz. resealable aluminum format in February which is now available in Food Lion locations.
The brand has lined up nationwide distribution with Walmart as well as expanded its offerings in CVS, Kroger, Shoprite, Fresh Market and QuickTrip chains, among others.
Perfect Hydration reported last week that its sales grew 51% in the last 12-week period, beating the total bottled water category which is only up 3%, according to Circana MULO+C data provided to the water company.
“Perfect Hydration’s success has largely been due to our ability to meet consumers where they are, and that’s exactly the mission we’re on as we earn these major distribution wins,” said EVP commercial and business development Jared Smith in a statement. “Distribution growth is a key part of our business strategy, but we’re also seeing our velocities continue to increase as our ACV jumps up, proving the placements we’re earning are healthy and profitable.”
Supergut Riding GLP-1 Train Into New Distribution Channels
Supergut is seeing returns on its alignment GLP-1 weight loss trend. The brand, which makes prebiotic fiber-rich meal replacement shakes, snack bars and powdered supplements, is now sold in health supplement retailer GNC. First teased at Expo West, Supergut’s inclusion in the store is part of the GNC’s new GLP-1 nutritional support section available in all 2,330 stores.
Founder and CEO Marc Washington told BevNET in March that Supergut fills a need during “the Ozempic Era” for more high fiber, low sugar options that can be taken in conjunction with or in replacement of GLP-1 drugs.
The brand has also expanded into grocery with brick-and-mortar partnerships with Sprouts, Fresh Thyme Markets, Erewhon, Gelson’s, Bristol Farms and Central Market.
“We’re seeing unprecedented demand from consumers and forward-thinking retailers wanting to get ahead of the historic shift we’re experiencing across food, health and nutrition,” said Washington in a statement. “Our goal is to empower anybody with any body to take control of their health.”
Brew Dr. Goes Into Hy-Vee
Oregon-based kombucha maker Brew Dr. isn’t done expanding the reach of its hero product despite diversifying into other product types. As part of its reset, Midwestern supermarket chain Hy-Vee will now be carrying five SKUs of Brew Dr. kombucha (Crisp Apple, Superberry, Clear Mind, Strawberry Fields and Pineapple Paradise) in 180 stores.
Launched at the beginning of the year, Brew Dr.’s new probiotic sparkling water Sipjoy has only been released in the company’s home region of the Pacific Northwest. It is currently available in select retail locations of Sprouts, New Seasons, Dierbergs and Cub Foods, among others. This summer, Shoprite’s banner chain Wakefern will also begin offering Sipjoy.
The focus has been on its “strong retail partners” but “based on the favorable consumer response” the new line is looking to expand more broadly later in the year, CEO Dan Strangler told BevNET.
Sang Rides Vietnamese Coffee Craze
BevNET Best of 2023 award winner SANG Vietnamese Coffee announced this week it had landed in 30 Jewel-Osco stores. The Albertsons banner chain will be offering all five SANG varieties initially.
Last September, SANG entered 1,500 Target stores with all five-SKUs. Seems like the mass retailer is high on the Southeast Asian RTD coffee category, fellow female-led Vietnamese brand Nguyen Coffee Supply is also in Target, announcing last week it is now available in 500 stores.
Also in Distribution News:
- Family-owned Carolina Beverage has announced it has partnered with Boylan Bottling Company as its exclusive sales and distribution partner for the Cheerwine brand in Northeastern states.
- Canned Yerba Mate brand Mateina is now available in all 10 Erewhon locations in the Los Angeles area. The organic Canadian brand received a majority stake investment from podcast Dr. Andrew Huberman along with investment firm Tiny in January.