The UK-based functional drinks producer Extreme Drinks has launched in France, with a deal that appoints International Breweries & Beers (IBB) as the exclusive distributor in the country.
Extreme’s brands, which include ‘Energy’, ‘Enduro’, ‘Chillout’ and the spirit brand Wokka Saké, will initially have listings with the Auchan Group, Atac, Carrefour, Cora and Match.
The company said that a marketing plan is under way, which will include a €250,000 sampling campaign, the Pan European sponsorship of ‘Legends of the Extreme” on the Extreme Sports Channel as well as a national billboard campaign, which is earmarked for first quarter 2004.
“France offers Extreme an excellent opportunity, the combination of a culture that are passionate about extreme sports, a credible brand, and a range of innovative drinks that look and taste great, all make for a powerful proposition,” said Tim Day MD Extreme Drinks.
Jean Luc Butez, CEO IBB, said: “IBB had looked for a partner in this market segment for a long time, but only with Extreme have we found one who respects the product needs (natural and safe ingredients), has a strong product marketing team and above all the support of the Extreme Sports Channel. French law is amongst the strictest in the world for food and drink security and Extreme Drinks have been able to bring out a range of fantastically packaged, great tasting and effective drinks while respecting these laws.”
