ATLANTA -- Monarch Beverages has extended the sampling program for its ACUTEfruit nutrient enhanced, 100% fruit juice energy beverage into new markets and stores. Monarch has already been conducting the sampling program through RaceTrac outlets in the Atlanta and Dallas-Fort Worth markets and Mapco Marts in Nashville, Tenn., it said. Monarch is also expanding the program in Memphis, Chattanooga and Knoxville, Tenn., through Mapco stores and select independent outlets in Atlanta.
"We're delighted to be replicating this successful sampling program with Monarch," said Andy [image-nocss] Lane, category manager for beverages at Brentwood, Tenn.-based Mapco Express.
"Expansion of this sampling program into new markets and with new partners continues to expose the ACUTEfruit line to new, target customersadults 25-44 looking for a healthier alternative to coffee, diet soda and traditional energy drinks," said Tommy Little, Monarch's vice president of sales, who leads the effort for Monarch.
"The sampling program has allowed us to effectively engage with more sophisticated, wellness-minded consumers," Little said, referring to the line's positioning, antioxidant and immune-boosting enhancements.
The program will continue to be expanded into other markets, including Tampa andJacksonville, Fla., Boise, Idaho, and Portland, Ore., and others in the near future. Monarch said it plans to continue with its consumer marketing positioning and tag"I am what I A.M."a nod to morning product purchase behaviors (and to Popeye).
Monarch markets and distributes four varieties of the noncarbonated, no sugar-added, no-preservative energy line, packaged in 15.5-oz. cans, and including Orange Passion Fruit, Strawberry Guava, Mixed Berry Kiwi and Tangerine Apple. Distribution has focused on the drug and convenience store channels, initially including the RaceTrac, Fasmart, Shore Stop, Mapco Mart, Flash Foods and Kerr Drug chains. The beverage is also available through online channels on Amazon.com and Monarch's own eStore.
Monarch Beverages is a diversified, international beverage company based in Atlanta. Monarch works with bottlers, wholesalers, distributors and retailers to manufacture and market a variety of carbonated, New Age and ready-to-drink products in 35 countries. The company's extensive brand portfolio includes ACUTEfruit, NTrinsic, CoMotion, Rush! Energy, Reaktor, Kickapoo Joy Juice, American Cola, Planet Cola and Bubble Up.
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