Branded Beverages is a multicultural company with its headquarter in Madrid. We count with a team of experienced, highly skilled and motivated professionals in 4 countries, with 6 different nationalities.
We design, create and distribute premium quality, high end functional drinks, without processed sugars and based upon 100% natural ingredients, as well as a unique energy drink.
HOW OUR CONCEPT WAS BORN
Most established and new brands / start ups in the beverage industry work the same way: they detect the trends in the market, choose millennials as the main target group, create a drink (mostly natural, healthy, without sugar and sometimes even tasty), and then develop a brand name and brand image around the product. The products are generally first sold on a small, local scale (proof of concept), and upon success, funds is searched for further expansion.
Keeping this in mind we thought “What offers our home country Spain that people all over the world consider as cool and aspirational?” The answer was easy: Ibiza, and more in general, the what is considered a premium, mediterranean lifestyle: a combination of nice beaches, the world’s best parties & DJ’s, a healthy but tasty diet, a balanced, active life, natural, organic, a sense of freedom & happiness.
A DIFFERENT APPROACH
Middle and upper middle class Millennials and the “Generation Z” in developed countries and in emerging economies is growing fast. They grow up with technology, and have a relatively high spending and low savings habit. Most of this new generation is sentitive to premium brands they can identify themselves to, and are willing to spend on those brands if they find a connection that they consider as cool.
We needed to create a product and product range that is potentially good to get a high volume of sales. Despite all the negative publicity around energy drinks and its health risks, the sales volume is still high and continues to show significant growth in developed countries and in emerging economies.
Energy drinks continue to have a high grade of acceptance, although there is a growing trend towards healthier drinks, also supported by stricter legislations.
Here is where our idea was born to create an energy drink without the negative effects on your health, followed by the launch of a range of natural, functional drinks,mfree of processed sugars, the recipe of each has a specific effect on body and mind.
We start with the launch of an energy drink with
no taurine, less sugar, a different, refined, natural taste, and a sugar free version of the same.
The next launch is a range of all-natural, lightly carbonated, functional drinks, scientifically prepared with a unique combination of organic herbs, vitamins and minerals to enhance a healthy, balanced lifestyle.
We created a logo and brand identity that reflects the before mentioned. This is clearly shown in the 4 main elements that most people instantly identify with Ibiza: the palm tree, the dancing girl, the airplane and of course the DJ.
As a background we created a disco ball that with its color choice also reflects the famous Mediterranean beach sunset.
For the brand name, we use the Ibiza Airport code IBZ, which is also more aspirational, pronounced the same way as Ibiza and known by any Ibiza visitor.
For our energy drink and other functional drinks, our brand is positioned as premium, between global leaders as RedBull (extreme sports) and Monster (early users, motor sports).
Our challenge was to create a brand image that attracts the attention of potential buyers without even knowing our brand, and invite them to try our drinks.
Our logo and brand name are registered and protected for life (10 years with automatic renewal) in Spain, and because of the “Madrid Convention”, this registration is valid in over 100 countries around the world. This means that we do have to register our brand and brand name separately in each country of our interest, but no one can register a similar brand or brand name unless we approve it.
As from January 1st 2019, it is not possible anymore to register any brand name that could be associated (in) directly to a geographic location, which makes it legally imposible for any party to copy our brand. This change of legislation makes our brand even more valuable.
CORE TEAM MEMBERS
Advanced negotiations for distribution:
Spain: El Corte Inglés (Hipercor/ Supercor/ Repsol - Supercor Stop & Go):
100+ POS’s in costal/tourist areas, Balearic & Canary Islands, Madrid, Barcelona and Seville.
Expected sales volume 2019-2023: 3.000.000€
Mexico: (through our JV with T&S Brand Management) Chedraui, 7 Eleven, Wal-Mart, Oxo:
mayor cities and tourist/ coastal areas.
Expected sales volume 2019-2023 12.300.000€
Expected net cash flow from 215.000€ at closing 2019 to 2.500.000€ end of 2020.
Expected profit margin after taxes from 10% in 2019 to over 40% in 2023.
Control of the processes: infrastructure, suppliers, manufacturers, transport and logistics.
Local partners to manage and supervise each phase of the processes.
M&A campaigns specifically adapted to the target audience in each of the markets, with a strong focus on social media, events and campaigns BTL.
MARKETING, PROMOTION - SPAIN
Social media/ influencers:
story telling around our claim
Sponsoring of special events
different outdoor/ urban advertising, optimizing limited budgets