FRANCE: Orangina Schweppes sees strong sales growth

By | 21 June 2007

Orangina Schweppes, the French soft drinks company, has seen its turnover increase 18% since the start of the year, according to local French reports.

Le Figaro, said the improved performance had come after the company improved the formula of the Oasis brand and axed a number of Orangina flavour extensions.
 
The French newspaper said that the Oasis brand had seen sales leap by 30% in volume.

The soft drink company has targeted growth of 10% for the full year. It also has plans to list on the Paris stock market within four years.

In November 2006, the company appointed a new marketing director, Hughes Pietrini, who joined the company from Pernod Ricard where he was global vice president for marketing, vodka with specific responsibility for the Stolichnaya brand.

French drinks group Pernod Ricard sold Orangina to Cadbury Schweppes in 2001. But the UK-based drinks and confectionery group sold it off as part of its European drinks division in 2005 to a consortium led by Blackstone Group International and Lion Capital LLP for EUR1.85bn (US$2.17bn).

Sectors: Soft drinks

Companies: Pernod, Ricard, Stolichnaya, Cadbury Schweppes

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The battle for Orangina

There is always a bubble inflating somewhere. Right now that somewhere appears to be the soft drinks market. Intense interest among Japanese buyers has created an opportunity for US private-equity firms Blackstone Group and Lion Capital to sell Orangina, the iconic French juice brand, possibly for as much as the US$2.6bn they paid for it in 2006.

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