Today, Foster's Australia signed an agreement with Finnish company Sinebrychoff to market and distribute the energy drink Battery in Australia. Owned and manufactured by Sinebrychoff, a subsidiary of Carlsberg Breweries A/S, Battery Energy Drink was launched in Finland in 1997 and is sold in 25 countries, from Finland to Chile, Russia to Costa Rica and now Australia. Battery retains market leadership in many of its territories. Battery is also a sponsor of the Williams Formula One team, led by Australian Mark Webber.
The addition of Battery to Foster's Australia's range of drinks further strengthens the company's multi-beverage portfolio which now boasts some of the best and most iconic wine, beer, spirit, RTD, cider and alcohol-free brands in Australia. The Energy Drink market is one of the fastest growing categories in the country. In the past year alone, the market has grown by more than 24% volume (source: A C Nielsen MAT to February 06) and if this level of growth continues, the category will be worth an estimated $AUD500 million by 2010.
Foster's Australia's position as Australia's leading multi-beverage business is further strengthened with Battery as part of the fold. Battery joins the Company's range of alcoholfree drinks aimed at adult consumers and offers attractive margins to retailers. Battery is an ideal licensed on and off-premise drink - consumed straight or as a mixer with spirits such as vodka.
Foster's Australia managing director, Mr John Murphy said: "Battery is a fantastic addition to our portfolio as is the partnership that comes with it, as Sinebrychoff is a company which shares our commitment to innovation."
"The Australian market gives Battery new opportunities, a broader geographical foot print and is consistent with our global strategy. I am extremely proud to be associated with our new partner, Foster's Australia, the world's leading multi-beverage business. Foster's forward looking and execution-oriented attitude will create great opportunities for Battery," concluded Mr. Mikael Aro, CEO of Sinebrychoff.
About SINEBRYCHOFF
Oy Sinebrychoff Ab is Finland's leading manufacturer of beers, ciders, soft drinks and energy drinks. The company's annual production is approximately 400 million litres. Skilled professionals, backed up by 200 years of solid experience and continuous development work, create high-quality beverages whose selection is being continuously diversified to satisfy consumer preferences. Alongside beers have come ciders and long drinks, energy and wellness drinks as well as boxed wines. The company also manufactures Coca-Cola products: the world's most popular soft drinks, mineral waters and sports drinks. Internationally recognised Schweppes mixers and Evian mineral waters fill out the selection. Sinebrychoff is part of the international Carlsberg Breweries A/S.
About Battery Energy Drink:
Thanks to a combination of caffeine, guarana, taurine and vitamins Battery Energy Drink is pure liquid energy to give your mind and body a longer lasting boost. Owned and operated by Finnish company, Sinebrychoff, which is a part of the Carlsberg Breweries A/S, Battery was launched in the Finnish market in 1997 and it is now sold in 25 countries.
For further information please contact:
Jacqui Moore
Group Brand Communications Manager
Foster's Australia
+613 9633 2137
+61 (0) 417 048 070
jacqui.moore@fostersgroup.com
Foster's Australia Energises Battery (PDF, 41 Kb)
