ARN : All the Goss, from Gordon
By Gordon Johnston
Hello again
There’s an unusual ‘battle of the brands’ in the offing this month… Which one is your money on? The brands in question are Celsius Energy Drinks from LRS and the new line from Monster Drinks, namely Reign. Fate has decreed these two Gladiators are going eyeball to eyeball by simultaneously bringing a new and exciting opportunity to ARN customers – both of which are aimed at the same consumer demographic.
We don’t do bets or sweeps in the office – perish the thought – but if we did, I’d say that, paradoxically, the odds would be ‘evens’ on which will come out on top.
Here’s your form guide: Celsius is new to the UK, but in the States, it’s massive. So massive, in fact, that someone has written a thesis on how it achieved such unprecedented levels of massiveness.
A part of its popularity you can put down to its perceived lifestyle benefits. Celsius is made of a blend of premium ingredients and vitamins, some of which help with the normal functioning of the immune system (B6, B12, Vitamin C); and others in reducing tiredness and fatigue (B2, B3, B5, B6, B12, Vitamin C). It tastes great too, which is what it’s all about at the end of the day…
There are four flavours: Cosmic Vibe, (sparkling fruit burst flavour); Fantasy Vibe (sparkling orange flavour); Peach Vibe (sparkling white peach flavour; and Sunset Vibe (sparkling mango and passion fruit flavour). Each comes in a 355ml can, packed 12 to the outer.
It may be an urban myth but there are tales of US college campuses inhabited by Celsius toting students who put their faith in the drink’s caffeine content to boost their performances. (Each can contains 200 milligrams of caffeine). Celsius is popular outside of college campuses too. The company has invested in shrewd sponsorship deals with Gen Z influencers like Jake Paul and David Dobrik, (no, me neither), expanding the brand’s reach and its standing with young adults. In 2022, PepsiCo got its Big Guns behind the brand and the upshot is that Celsius is now stocked in approximately 95% of stores across the country.
All well and good; but at the same time, Monster are launching their new drink, Reign.
Taking it as read that great flavours come as standard, Reign’s USPs are all to do with what’s in it. Apparently, it’s a blend of BCAAs, 300 mg of Natural Caffeine, CoQ10 and electrolytes. They refer to it as ‘Total Body Fuel’ designed to support an active lifestyle. There’s zero sugar, and zero artificial flavours and colours.
I hesitate to put this in but somebody will want to know… Coenzyme Q10 – aka CoQ10 – is a vitamin-like substance found throughout the body, but especially in the heart, liver, kidney, and pancreas. It is found in small amounts in meats and seafood. It is required for the proper function of many organs and biochemical reactions in the body and helps provide energy to cells. So now you know. There are three flavours, Reign Storm Kiwi Apple Blend, Reign Storm Valencia Orange and Reign Storm Peach Nectarine.
So, there you have it. Two predators prowling in the same ‘clean energy’ patch; two heavyweights going toe-to-toe for glory,.. Two great suppliers wanting your business.
What’s it to be?
Reign Storm Kiwi Apple Blend: 126020 355ml Can (12-pack)
Reign Storm Valencia Orange 126018 355ml Can (12 Pack)
Reign Storm Peach Nectarine 126019 355ml Can (12 Pack)
Finally, its Vendex again next month. I remember after the Leeds event I wrote: ‘The reason for the sales bonanza was entirely down to the quality of our legendary ARN ‘deals on the day’. I thanked those suppliers who’d trusted us to deliver and said how pleased I was that their trust was promptly rewarded, in the form of bumper orders.
I mention this because this time, it’ll be even better. It seems that our ‘Offers on the Day’ is the club all our suppliers want to join and the result is they’re offering deals they can only afford to do for a day…
See you in Milton Keynes on 26 March then. On the day!
Bye for now
Gordon
Gordon Johnston is Sales Director at the UK’s premier vending wholesaler – ARN
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