BevNet09 FNL
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Transcript of BevNet09 FNL
![Page 1: BevNet09 FNL](https://reader031.fdocuments.net/reader031/viewer/2022013117/58edcd241a28ab96178b4647/html5/thumbnails/1.jpg)
learning to trust your retail partners BevNET Live
December 2009
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the skinny
• our DNA
• Whole Foods union
• product evolution
• steaz theze days
• lessons learned
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the healthy beverage company
• founded in 2003
• co-founders: Eric Schnell and Steve Kessler
• vision: a healthy alternative to soda
• triple bottom line: people, planet, profits
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steaz
• sparkling teas, energy drinks & shots and
RTD teas
• all natural, organic, fair-trade and vegan
certified
• first USDA organic-certified soft drink brand
in U.S.
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products
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brand
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brand
Brand Promise: Point of Difference: Core Benefit:
A healthier world Organic tea creatively unleashed Discover the better way
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back in the day
• steaz launches sparkling
green tea
• we are the demo guys…
2003
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back in the day
the marketing reps…
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back in the day
and the sales reps…
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2003 Whole Foods says yes!
• steaz approved in Southeast
region, 12 stores
• first USDA certified organic
soft drink in U.S.
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• founded in 1980
• tenth largest supermarket chain
in the U.S.
• first national organic certified
grocer
• over 280 stores
• 11 U.S. sales regions
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innovation
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product evolution
2005: steaz national rollout
2006: steaz energy
2007: steaz diet sparkling green tea
2008: steaz organic iced teaz
2009: steaz energy shot, steaz zero calorie
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2005: steaz coast to coast
goal to be category captain in
Whole Foods
SPINS ranks us #1 U.S.
glass bottled organic soft
drink
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2005: steaz coast to coast
• “How about an
energy line?”
• we include WF in
development
product evolution
formulas
tasting
packaging
naming
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2006: steaz energy, no bull
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2006: energy, no bull
national launch
270+ stores
11 regions
4 ft. energy set
first organic energy
drink
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2007: diet sparkles
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• steaz SGT becomes best selling
glass-bottled organic CSD
• “How about something with less
sugar?”
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2007: diet sparkles
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2007: diet sparkles
national launch
first ‘diet’ (low sugar) labeled
soft drink in WF
first certified organic diet soft
drink in U.S.
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2008: iced teaz yes we can!
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• “How about an organic iced
tea in a can?”
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2008: iced teaz yes we can!
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2008: iced teaz yes we can!
national launch
‘affordable organics’ concept
introduced
first complete line of fair-trade,
organic iced teas in aluminum cans
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2009: energy, take your best shot
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2009: energy, take your best shot
• new partnership
• supplements: steaz enters new
category
• product evolution starts
product evolution
formulas
tasting
packaging
naming
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2009: energy, take your best shot
first organic, fair trade energy shot in
PET
organic alternative to 5 Hour Energy
– category leader
today, #2 best selling item across all
steaz product lines at WF
Image of Energy Shot on shelf or data
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2009: zero calories, major taste
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• stevia becomes GRAS
approved by FDA
• “How about a certified organic,
stevia-sweetened zero calorie
product?”
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2009: zero calories, major taste
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2009: zero calories, major taste
October ‘09 national launch
first zero calorie, organic,
stevia-sweetened soft drink
replaces diet steaz line
now outselling diet 2 to 1
Image of Zero on shelf?
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winning formula
Collaboration
Initiative
Responsiveness
Creativity
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steaz theze days
2003 2009
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steaz theze days
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lessons learned
listen … to your partners
ask … Is there a market?
gain … support before launch
start … in your backyard
build … success one retailer at a time
show … you are committed
sales speak volumes
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the end…
or maybe the beginning