Drinks producers sign exclusive distribution deal

Simon Gray

Leeds-based Boost Drinks and Hall & Woodhouse have announced a new sales, marketing and distribution agreement for the Rio soft drinks brand.

With effect from 1 February 2021, Boost Drinks will take on full responsibility for sales, marketing and distribution of the Rio brand.

The agreement between the two companies will combine Boost Drinks marketing and sales expertise in the independent convenience and wholesale market with the Rio brand’s established popularity.

Rio, owned by 243-year old Dorset-based regional brewers, was launched in the 1990s and has grown to become a top 10 fruit carbonates soft drink brand in the UK, supplying over 1m hectolitres.

Despite the difficult market conditions over the last 12 months the brand is growing, seeing a 14% sales increase in the month of December compared to the previous year’s figures.

Boost Drinks was established in 2001 and has grown to become a significant player within the UK sports and energy drink market.

Simon Gray, founder and CEO, Boost Drinks said: “Working with Hall & Woodhouse, Rio has been on our agenda for some time, not only as a brand with a strong consumer and trade proposition but as a brand with fantastic synergies with Boost.

“Manufacturing strategy, customer base and a passion for the independent convenience channel make for a natural fit.

“In a changing world, we believe this progressive partnership will enable us to thrive as we work in close collaboration.

“Rio is both a well-established and well-respected brand and we are all very excited about being part of its future success.”

Matt Kearsey, managing director, Hall & Woodhouse, added: “We are extremely proud of the successful footprint Rio has established.

“Rio is a brand that consumers love and as the soft drinks market develops, we believe there are significant opportunities for it to grow and evolve.

“There has been a meeting of minds between Boost Drinks and Hall & Woodhouse from day one and we’re delighted to have found a partner which not only holds the same values as we do, but also sees a bright future for the Rio brand.

“We look forward to a long and successful partnership.”

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