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This weekend’s season opener in
Melbourne, Australia, marks the beginning of the second year of partnership
between the AT&T Williams team and Battery Energy Drink, a product of the
Finnish company, Oy Sinebrychoff Ab, part of the international Carlsberg
Breweries A/S.
The energy drinks sector is currently experiencing significant growth, far
outstripping the growth rates across the general soft drinks category.
Within the energy drinks sector itself, Battery is recording far above
average sales increase rates, both in existing and new markets.
 “We
at Battery have been extremely pleased with our first year of partnership
with the AT&T Williams team; there is ample reason to be excited about the
second year of this successful engagement. Working closely with the team and
in the Formula One environment has strengthened Battery’s profile as an
international energy drink brand among customers, consumers and our sales
teams internationally,” said Jori Manninen, Marketing Manager, Oy
Sinebrychoff Ab.
In 2006, Battery ran major consumer promotions, including a “Win a Job”
promotion in Finland. The winner of this promotion will work one GP weekend
as a member of the AT&T Williams team. The “Win a Job” promotion concept
will be rolled out across other territories in 2007.
Later this year the exploitation of the partnership will extend into new
lifestyle promotions offering Battery drinkers the opportunity to win
Formula One style weekends based around the team’s motor home.
Williams F1’s Head of Marketing, Scott Garrett, said, “We are delighted to
have Sinebrychoff’s continued support in 2007 and equally pleased that the
Battery brand has so creatively and actively built sales growth around
effective Formula One-themed promotional activities. Battery will continue
to keep the team going by being the team’s energy drink of choice in a
sports environment where hard
work counts.”
As part of the race driver’s inventory, Battery has supplied AT&T Williams
drivers Alex Wurz and Nico Rosberg as well as the test drivers Kazuki
Nakajima and Narain Karthikeyan with new, state-of-the-art black and gold
coloured drinks bottles.
Concurrent with significant sales growth and increasing product distribution
which now spans over 30 territories, Battery is now available in three
flavours, Original, Stripped (sugar-free) and Gingered. More information is
available at www.batterydrink.com. |
