QLD Grocery Customers Benefit From Woolworths Collaboration with Local Business

In January 2016, Noosa Beverages initiated a sales challenge with Woolworths which incentivised the sale and support of Wimmers Soft Drinks ‘the original soft drink’ established in 1910. This program marked a significant partnership between the national grocery chain and a local Queensland business.

In support of this locally made initiative, Steve Smith, our Australian Cricket Captain signed one of his cricket bats, and the Queensland Bulls Masters team donated a commemorative cricket bat as a collective prize.

The program was a collaborative in store activation plan to reintroduce Wimmers Soft Drinks to Woolworths shoppers across Queensland, after they extended the brands distribution from 41 stores to 206 of its Queensland stores in November 2015. The activation focused on promoting a ‘home - grown’ locally made and owned carbonated soft drink brand which offers shoppers the opportunity to choose a quality local product over it mainstream equivalents.

Tracey Worrall, QLD Local Sourcing Manager for Woolworths, noted that programs such as the Wimmers sales challenge were important for growing the presence of local products and giving shoppers more choice in store.

“Partnering with local businesses such as Wimmers is key to promoting Woolworths as a destination for local products to our customers.” Ms. Worrall said.

“They want choice and expect to be able to source local products from our stores; it’s important for our customers to know that Woolworths is engaged in their community by supporting local farmers and small businesses such as Wimmers. The Woolworths Local Sourcing program is national and there is a Local Sourcing Manager located in every state to drive local brands.”

Peter Lavin, owner of Wimmers, highlights that these collaborations such as these not only increase product availability and awareness, but open up job opportunities for the local community.

The best instore theater display from all stores across the state were judged by Woolworths senior management with the winning store being the recipient. On this occasion the winning store for the Wimmers Sales Challenge was Woolworths Mt Gravatt.

A formal presentation was made in-store on the 13th of April with Jimmy Maher of the QLD Bulls Masters on hand to present on Steve Smith’s behalf.

“Competition to win the sales challenge was very strong particularly in the local Brisbane and Sunshine Coast stores where there is increased awareness of local brands such as this. The local joint focus between Wimmers and Woolworths definitely increases store engagement and many stores supported the sales challenge with some great off location displays and the eye catching QLD Business paraphernalia.“  Ms. Worrall said of the program.

Wimmers has carved a niche in the competitive soft drink market, which is dominated by global giants Coca Cola, Pepsi and Schweppes. Double sarsaparilla, Raspberry Lemonade, Classic Creaming Soda, Lime Cooler and Lemon Lime & Bitters are their most recognised and loved soft drink flavours (Wimmers pioneered Australia’s first bottled Angostura blend of Lemon Lime & Bitters). The product range also includes non-alcoholic mixers and ginger beer. These products are available in selected Queensland supermarkets, convenience outlets and cafes throughout the state with ninety percent of the final product being made, using locally sourced ingredients including Queensland cane sugar.

With major expansion plans and in anticipation for huge long term growth, Noosa Beverages has poured millions of dollars into moving 115 year old Wimmers Soft Drinks, one of the Sunshine Coasts oldest businesses into a 9000m2 state of the art facility located on heritage listed old CSR brickworks factory in Cooroy, Queensland.  With the new factory and equipment commissioned in December 2015, Wimmers Soft Drinks is now secure for the next 100 years and ready for what lies ahead.

Owners Peter Lavin and partners have constructed the facility in the belief that the QLD business will capture the thirsts of both domestic and international markets through its quality crafted products.

Mr Lavin believes Wimmers point of difference lies with their products and with the shift in consumer preferences is a product that the Australian market is thirsty for. “We use traditional flavour essences so our products taste the same as they always have. Many of our customers have grown up with Wimmers products, so that’s important for us and something we value.”

The iconic Wimmers range of 1.25L soft drinks is currently stocked state-wide in over 500 major grocery stores with a genuine presence amongst competing soft drink brands. The business shows strong signs of growth and brand recognition within South-East QLD.

With the new factory complete Mr Lavin is keen to expand the brand further past the Queensland border.  “Obviously we’re strong in Queensland, but we’d really like to increase our presence down the East Coast of Australia.  We think we’ve got a product that’s pretty special so this is definitely on our agenda for 2016”. 

ENDS

Editor’s Note:

Noosa Beverages Director Peter Lavin is available for interview.

About Noosa Beverages

Noosa Beverages incorporated in 2012 with Iconic Qld beverages brands Wimmers Soft Drink, Cooroy Mountain Spring Water and Noosa Natural Spring water in its portfolio and still remains a 100% Australian owned and operated business.

For more information please contact:

Dan Etiel / The Raiders / 1300 71 61 41/ dan.etiel@theraiders.com.au