p12,13 Brand profile 11/17/08 10:49 AM Page 12
PROFILE - Sports Retail SGB
Sports and Outdoor
www.sgb-sports.com
The world's biggest-selling sports drink has hit UK shores, and
it's going to be just as successful here as it is in the rest of
the world. SGB Editor Jon Bruford thinks so, certainly – he
spoke to Kevin Scoles, Business Development Manager for
Britvic Soft Drinks, distributors of Gatorade in the UK.
S
ports drinks in the UK have long been dominated by one make the effort required to make the product a success. KS: It is a problem
brand, but now it has a serious competitor in the form We have rigorous standards when it comes to the drink, because there are
of Gatorade. It's going to be very, very popular with obviously, as it has to be made up in exactly the right way established people
runners, as it sits nicely in the stomach, it doesn't leave or otherwise it doesn't have its efficacy; we couldn't take a in the market
you feeling heavy after you've necked a bottle and, the chance on doing half a job with it. It's being produced in already. As hard as
manufacturers say, it supports and replenishes precisely what our factory at Leeds. we work trying to
your body requires during and after exercise. It even tastes sell our wares to
nice, which makes a refreshing change from the norm. Kevin SGB: The brand is owned by PepsiCo – what does that mean everybody, there's
answered our questions about the drink and their plans for the for the brand? Presumably it brings an established supply a defensive
future… chain, but surely supplying this to sports stores is outside that strategy put in place
chain's experience. Is that a problem for you going forward? by other companies,
SGB: Is Gatorade actually new to the UK market? KS: PepsiCo is obviously a big company that has influence as you'd expect.
Kevin Scoles: It's been around in a number of formats for a across the world, but when it comes to distribution they Lucozade Sport
while, and has sponsored Triathlon in the UK for many have different franchisees and different bottling have been
years. This year we introduced a new formulation agreements around the world. In the UK, Britvic has been incumbent for
specifically for the UK market. You'll notice on the bottle the bottler for Pepsi for many years and because of the quite a long time
that it states 'No artificial colours or flavourings'; the great job we've done with that, they've entrusted Gatorade and they've had
formula still has the same functional efficacy but without to us which is a huge endorsement when you understand the market pretty
those elements which we know UK consumers are that as the biggest selling sports drink in the world, much to
moving away from. Gatorade is one of the jewels in their crown, themselves, with
48 per cent of all sports drinks sold in the world are the exception of
SGB: What else is different about how Gatorade’s done things Gatorade. Powerade, which
this year? is Coca Cola's
KS: A big factor in the past was that it was not produced in SGB: 48 per cent? That's an incredible number. version of a
this country, so as it was being shipped in there was a limit KS: It's a massive success story around the globe. We're a sports drink. It's
to how much success it could have, without causing long way behind in trying to catch up with its success really a me-too
ourselves an enormous amount of problems. For a long elsewhere, so there's plenty for us to be getting our teeth brand. Lucozade
while it was made in Italy and shipped to the UK. With into. Sport has put up a lot
that model, one big order and the supply chain would be of barriers and done a lot of
unable to cope. SGB: Is finding stockists a problem with a new brand, work to try and defend their place, as you'd imagine, like
We needed to move production to the UK to really especially a sports-related one? cutting prices, doing promotions and setting up long-
12 NOVEMBER 2008
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