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BEVERAGES FROM PAGE 35 In terms of product offering, Doctor V is sticking with its four core products in its traditional glass bottles for now. “We’re also teaming up with Half Cut, which focuses on improving business sustainability options towards carbon neutral,” Mr Hugo Lark said. “As our ethos is 100 per cent natural, we really want to focus our efforts on how we can give back to our planet and ensure we continue to work within a sustainable frame.” Upping the energy with MTV Up! Following what was said to be a successful launch into multiple regions globally, MTV Up! landed on Australian shores during September 2020. Bringing consumers an energy drink that is described as “super tasty and unique”, MTV Up! is designed to inspire passions across the Pacific, engaging specifically with millennials and music lovers, to encourage creativity, boost potential and serve ambitious Aussies in realising their potential. According to MTV Up! Australia CEO Shane Barrington, the brand’s initial challenges in Australia came from its biggest markets – nightclubs/bars and petrol stations – being hit by Covid-19. “We overcame this by targeting bottle shops, sharing news of MTV Up!’s new launch into Australia as the preferred mixer of choice,” he said. “Testimony to the great brand and product was the listing we secured with BWS and Dan Murphy’s nationwide.” Mr Barrington says MTV Up! is supporting retailers by providing bright, colourful POS merchandising and tastings at a number of retailers. “We’ve also been really supportive by offering flexibility on payment terms, with such a competitive product,” he said. “Outside of stores, we’ve run a few awesome TV and YouTube ads, and have been running a really fun social media campaign, engaging with influencers to sample the product and share their thoughts. We’ve also tapped into Spotify. These campaigns have linked back to the various retailers and highlighted where consumers can pick up a can or two of their own.” Mr Barrington advises retailers to focus more on product placement within stores, including POS locations, while considering promotional pricing or emphasising product recommendations direct to customers. “It would be great to see more cross- product promotion – energy drink and alcohol special, or energy drink and chocolate specials, depending on the retailer,” he said. Looking to the future of energy drinks, Mr Barrington expects more growth. “People are venturing out and trying different styles of energy drinks, not just the biggest existing brand names,” he said, adding that MTV Up! is also experiencing a move towards more products aimed at the health conscious. “We have a sugar-free version due out mid-year, which will meet this growing shift in demand,” he continued. In terms of predictions for MTV Up!, the brand believes it will not only gain 36 CONVENIENCE WORLD MAR/APR, 2021