Hell Beverages UK is to back the independent retail sector with a ”significant investment” push ahead of summer.
The owner of Hell Energy, Hell Ice Coffee and FloeWater announced the rollout of a further 400 branded chillers across indie retailers nationwide, bringing its total units to 1,000 and representing a total investment of over £600,000.
On top of this, it has committed more than £100,000 to digital advertising and secured a two-year partnership with boxing promotional company Boxxer to gain brand exposure at major boxing events.
Research suggested that 90% of shoppers choose chilled energy drinks over room temperature alternatives, making the strategic placement of these chillers a “critical driver” for category growth, said Hell Energy.
It said that 38% of consumers are more likely to buy if they see a display in-store.
“Our investment in branded chillers demonstrates our commitment to supporting independent retailers with solutions that genuinely drive sales. As one of the only brands offering free LED backlit coolers to convenience stores, we’re helping retailers create an unforgettable in-store experience while ensuring consumers have access to high-quality, chilled ready-to-drink products,” said Barry Wilson, UK general manager at Hell Beverages UK.
“We understand the challenges facing independent retailers today, which is why we’ve adopted a personal approach with our own fleet of Field Sales Executives building direct relationships across our network as well as partnerships with Field Marketing agencies in the UK.
“This summer push combines substantial physical assets with exclusive flavour innovations and marketing activity to create a comprehensive package that drives footfall and sales for our retail partners.”
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