Red Bull has secured a new sales and distribution agreement in New Zealand. The energy drinks company said earlier this week that it will team up with fresh squeezed juice company Charlie's. The two companies will team up "to provide supermarkets and wholesalers with a new representation arrangement," Red Bull said.


Speaking to the New Zealand Press Association, a spokesman for Red Bull said that the partnership was "quite a major move. Both companies are very much like 'David' in the market and this partnership will help us to grow in the face of the 'Goliaths' Coca-Cola and Frucor.

Charlie's managing director Stefan Lepionka told the Press Association that the combined Charlie's Red Bull sales model would enable the companies to "achieve the standard of service the trade requires in building a successful relationship".

"These premium brands (Charlie's and Red Bull) give us the opportunity to compete on a service level supported by a premium product offering," Lepionka said.