Australian-based Bundaberg Brewed Drinks has announced a distribution partnership with PepsiCo that will significantly increase U.S. distribution for the craft beverage and mixers brand.
As of March 26, 2018, Bundaberg become available in more than 400,000 stores, restaurants and bars across the country.
Bundaberg is already a top-selling ginger beer brand in America, particularly on the west coast. The company has set its sights on accelerated U.S. sales through increased distribution made possible by the partnership.
This move comes as the craft beverage industry continues to grow, driven by millennials searching for new beverage experiences and authentic brands, quality ingredients and thoughtful production. Craft sodas are redefining the carbonated soft drink market by providing an elevated consumer experience, the company says, including as a quality cocktail mixer.
“Premiumization is a concept that has affected consumer perceptions in other categories including spirits, beer, and fast food,” says Derika Legg, general manager sales, Bundaberg Brewed Drinks. “Similar changes are now occurring in carbonated soft drinks, with adult consumers seeking more premium products that are a bit more special; drinks to be savored.”
In addition to the demand for craft beverages, the popularity of Moscow Mule cocktails has spurred Bundaberg Ginger Beer sales, the company says.
Bundaberg will remain a separate business entity, and will continue as a family-owned company, craft brewing beverages in Bundaberg, Australia.
