Frucor Suntory and Metro Petroleum have announced a partnership with the grand opening of Australia’s first V Energy Concept store in Greenacre in Sydney.
Revealing a first of its kind concept, the new store features vibrant V Energy branding both inside and outside the petrol station. The impressive brand experience starts as customers arrive at the bowser – the V Green exterior is immediately prominent. Inside the store there is dynamic digital signage that wraps around the perimeter, advertising the different varieties and promotional offers available across the V Energy range. The digital signage is exclusive to V Energy products and above the line advertising campaigns.
V Energy is now the “number one” energy drink chosen by Australians (AU Scan Market Snapshot for QTR and MAT to 27 November 2022).
Frucor Suntory Oceania Sales Director – Australia Chris Burgon said at the official opening: “The V Concept store is a testament to the strong relationship and shared values that Frucor Suntory has with Metro Petroleum. Together, our customers are huge fans of the V Energy range and it’s an exciting time to put our vision of a concept store into reality in time for the summer months.”
According to IRI Market Edge data, within the petrol and convenience sector energy drinks currently make up 35% of beverages and it’s expected to increase to 40% by 2026. The energy category also continues to lead total beverage growth and has experienced 12.3% growth in the latest MAT with V Energy delivering growth ahead of the category at 14.4%.
“This uplift has been driven by an increase in customer consumption of energy drinks which has been encouraged by the introduction of new product ranges like V Energy’s new low calorie no sugar V Refresh range.
“Since launch in August, V Refresh has experienced the highest level of trial of any energy drink NPD over the last 12 months and has proven to be 30 percent incremental to the total energy category.”
Metro Petroleum Managing Director John Dib says: “As the energy category continues to grow and expand within the petrol and convenience sector, Metro Petroleum is proud to be partnering with Frucor Suntory on a first of its kind concept store for both businesses. We cannot wait to see how our customers connect and embrace with the V Energy experiential execution.”
Customers can enjoy the exclusive V Energy brand experience and availability of the full range of products including V Green, V Blue and V Refresh at Metro Petroleum, 2 David Street Greenacre.
