According to Atlanta-based Monarch's vice president of sales, Tommy Little, the partnership extension expands a successful partnership with the c-store chain, which currently has more than 250 stores throughout the Southeast, with plans for store [image-nocss] expansion throughout 2010.
Monarch's ACUTEfruit line is already carried in more than half of all RaceTrac's outlets.
"Ultimately, our success is about what works both today and tomorrow," said Valerie Thomas, RaceTrac's category manager. "We've analyzed our most successful distribution partner and cross-promotional agreements, and the volume delivery and overall alliance we have with ACUTEfruit remains a perfect fit," she said.
"Our success depends on shared values and aggressive promo strategies that meet consumer demand, price point and innovative consumer marketing," Little said. "With RaceTrac, we get the perfect blend of shared values, brand promo and consumer benefits," he said.
Ongoing sampling promotions and existing in-store food and beverage combo offers will continue to be tested and further developed collaboratively between Monarch and RaceTrac.
"Expansion of key partners like RaceTrac continues to align our ACUTEfruit line with key volume-drivers with the same, core demo targetadults 25 to 44 looking for a healthier alternative to coffee, diet soda and traditional energy drinks," Little said.
Monarch plans to continue with its positioning and tag"I am what I A.M."a nod to morning product purchase behaviors that also fit RaceTrac morning traffic-building marketing strategies.
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 drug and c-store channels, initially including RaceTrac, Fas Mart, 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 that works with bottlers, wholesalers, distributors and retailers to manufacture and market a full range of carbonated, New Age and ready-to-drink products in 35 countries, including some of the largest beverage markets in the world. The company's brand portfolio includes ACUTEfruit, NTrinsic, CoMotion, Rush! Energy, Reaktor, Kickapoo Joy Juice, American Cola, Planet Cola and Bubble Up.
Also headquartered in Atlanta, RaceTrac has been serving customers since 1934. RaceTrac operates over 265 locations in four states. RaceTrac stores, which are all company owned, feature 20-24 fueling positions and a 4,000 plus square foot convenience store with over 4,000 items available to satisfy the needs of its customers.
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