Tropical drink Rio reported a staggering double-digit growth in sales year on year, as it completed six months of its partnership with Boost Drinks to oversee the sales, marketing and distribution functions of the business.
The popular 90s drink brand has already seen a 27 per cent value growth year on year [IRI, Symbols & Independents, 52 w/e 13.06.21], making Rio the second fastest growing fruit carbonates brand in terms of value. In its first quarter of 2021 (Feb to April), the brand saw an increase in volume sales of nearly 40 per cent compared to the same period in 2020.
The growth is mainly driven by an extensive nationwide marketing campaign, focused on driving brand and flavour awareness by sampling across London, Manchester and Bristol, providing over 6,000 samples, alongside a comprehensive social media campaign.
“It is fantastic to see such a nostalgic and much-loved brand get a 2021 revamp to help drive awareness,” Adrian Hipkiss, Marketing Director at Rio Dinks said.
“Rio’s core messaging is all around ‘Release the sunshine’ which encourages drinkers to live by the Rio ethos and to live life on the sunny side. We believe this positive and vibrant messaging is something consumers can relate to and allow some escapism through our authentic tropical flavours.”
The brand entered into the partnership with Boost Drinks in February this year, which saw Boost take on full responsibility for sales, marketing and distribution of the Rio brand. As two privately owned challenger brands with strong aligned cultures, both brands have products that provide added value benefits to customers and are in the no.1 and no.3 largest growth brand categories within Soft Drinks.
The efforts have led to wider distribution opportunities for the brand, that has gained 17 new accounts for Rio as well as carrying out distribution driving activity with the aim of obtaining 6000 unique distribution points across both its 330ml SKUs.
The partnership has helped to achieve synergies in manufacturing and customer base, with the added benefit of reducing administration for customers. On top of that, there are significant environmental benefits and a reduced carbon footprint, due to logistical efficiencies.
Taking advantage of its tropical flavours that has seen a huge rise in popularity this year with tropical being one of the fastest growing flavours in Soft Drinks with a 18.1 per cent YoY, Rio Tropical is available in 330ml cans and 500ml PET, as well as a 330ml light Rio Tropical.