Future multiple operator ties up energy drink deal
The deal will see the low-sugar drink stocked in supermarkets and licensed venues across the UK.
It follows the announcement that Rich Energy will be the Haas F1 Team title partner, launching with the FIA Formula One World Championship in 2019.
Rich Energy chief executive William Storey said the brand would work on its global ambitions, building on a portfolio of 30 countries already stocking the drink.
Global expansion
He said: “Rich Energy is expanding very quickly around the world as we take on Red Bull and Monster. We are confident we have a product, brand, proposition and performance that beats the market leaders.
“Following on from our major deals in Formula One with Haas F1, and our existing partnerships with West Ham United Ladies, Hugo Boss sailing and multiple world champions in boxing and extreme sports, we want to only partner with world-class businesses.
“We believe that in Rock Point, we have a fantastic entrepreneurial UK distribution partner that delivers enormous synergy with our business. We are delighted to ink a deal with them and look forward to many years of huge success.”
Great synergy
Daniel Davies, founder and chief executive of Rock Point Leisure – which does not currently have any operating sites – said the two companies shared an ethos of valuing high-quality products.
He said: “I am delighted to announce this strategic partnership with Rich Energy. We have been working with William and the team for a couple of months now and I believe that there is a great synergy between our businesses. We are both dedicated to creating superior brands and products.
“Rich Energy stands head and shoulders above any other energy drink on the market and I look forward to working with dynamic operators and retailers who are looking to provide their customer with the best products available.”
