Boost Drinks secures distribution rights for Rio soft drinks

By Éilis Cronin in Soft Drinks 20th January 2021

Energy drinks brand Boost Drinks is partnering with brewery Hall & Woodhouse to take on “full responsibility” for sales, marketing, and distribution of the Rio soft drinks brand.

From 1 February this year, both companies will work to “develop the Rio brand and agree its future strategic direction”.

The partnership will “achieve synergies for both parties combining Boost Drinks marketing and sales expertise in the independent convenience and wholesale market with the Rio brand’s established equity and popularity”.

Simon Gray, founder and chief executive of 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.”

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