Suntory Beverage & Food France to conquer the energy drink segment

The company aims to drive market growth by conquering the booming energy segment with the launch of the V Energy brand.

Building on its success in 2021, Suntory Beverage & Food France is creating new growth drivers in the energy drinks segment with the launch of the V Energy brand and a new tea offer with Oasis Ice Tea. Suntory Beverage & Food France has announced that it will post excellent momentum at +6.1% in 2021 – four times faster than that of the market at +1.6% – and is thus positioned as the leading contributor to the growth of soft drinks.

Driven by its historic and emblematic brands, the leader in fruit drinks wishes to approach 2022 with confidence and determination and wants to continue to invest and innovate to grow its brands and its activities sustainably.

The company aims to drive market growth by conquering the booming energy segment with the launch of the V Energy brand. It also wants to speed up the aperitif moment with Schweppes and renew its ambitions on the tea market with MayTea and a brand new offer for families through its Oasis brand. To do this, Suntory Beverage & Food France announces an investment of more than 25 million euros in 2022 for its four French factories.

Suntory Beverage & Food France is driving market growth and consolidating its positions…

The soft drinks market in France is doing well in 2021 with growth exclusively driven by mass distribution (+1.6% in volume and +5.7% in value) while consumption outside the home remains impacted by the crisis of COVID-19, the summer weather and the arrival of the health pass.

In this dynamic, Suntory Beverage & Food France has distinguished itself by results allowing it to gain ground with 0.7 points of additional market share in volume in 2021. Results which are explained, among other things, by the affection that bring the French to its emblematic brands that are Oasis, Orangina and Schweppes. The company was also the first media investor in the soft drinks market.

and intends to accelerate its investments in France

The performance for 2021 confirms the leader in fruit drinks in its strategic choices. And, producing in France is a commitment that Pierre Decroix, Managing Director appointed last January to take the reins of the company, intends to pursue.

Thus, after having invested 180 million euros over the past 6 years, the company announces for 2022 a new investment of more than 25 million euros intended to strengthen the production capacities of its 4 French factories – based in Donnery (45 ), La Courneuve (93), Meyzieu (69) and Châteauneuf-de-Gadagne (84). “97% of our drinks consumed in France are produced in France. This investment aims to support the company’s growth needs and contributes to sustaining the local footprint of Suntory Beverage & Food France, which employs 1,200 people in France”.

2022 will be a year marked by new sources of growth, in terms of innovation and diversity, in order to respond to consumer trends in search of pleasures, new flavors and original experiences. “We also want to be part of the continuity of the good relations that we have forged with our customers on both circuits – mass distribution and out of home – and which I am delighted. Our desire is to demonstrate agility and adaptability, to always be as close as possible to needs, and to support the relaunch of out-of-home services”, continues Pierre Decroix.

As of May, Suntory Beverage & Food France is entering the very dynamic Energy Drinks segment with the launch of a brand new brand: V Energy. Born more than 20 years ago in New Zealand, V Energy is now positioned as the leading energy brand in Oceania and has many assets to conquer the hearts of the French.

V Energy is distinguished by a balanced, fruity, refreshing and sparkling recipe that is acclaimed by consumers. Based on guarana and taurine but also caffeine and B vitamins which give it energizing properties, V Energy offers a drink with 50% less sugar than the average sugary drink.

“Energy is the most buoyant segment of the market with volumes which have doubled over the past 5 years. However, this segment is far from having reached its full potential. Only 13% of French households consume this category of drink, a score much lower than our European neighbours. With V Energy, we want to reach the 3rd step of the energy drinks podium within a few years”, explains Pauline Varga, Marketing Director of Suntory Beverage & Food France.

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