The year 2024 will be pivotal for the brand of natural energy drinks based on yerba mate, which has also just completed its transition from bottle to can. With a sales force of around ten salespeople spread throughout France, it intends to be present in 2,500 points of sale.
Created in 2019 by Jeremy Girard, Julien Baudry and Christian Goga, Brio Maté occupies a special place in the energy drink market. Its recipe based on yerba mate – a superfood popular in Latin America – makes Brio a substitute for traditional energy drinks. The brand is sold in Switzerland, in France and the United Kingdom. Brio Maté was recognized as flavor of the year 2023. With its positioning as a natural energy drink, Brio now intends to respond to the strong demand for energy drinks and is moving up a gear. Present in 2023 in more than 400 points of sale in Casino stores, Cora and Match, the brand has set itself the new objective of being distributed in at least 2,500 stores, by developing its presence within Système U stores, Intermarket, Franprix, Auchan, and at TotalEnergies service stations. In order to achieve its objectives, Brio has deployed a team of around ten salespeople spread across France, more specifically within urban areas, peri-urban and seasonal. By seeking to be present in brand systems (point-of-sale advertising, loyalty card, national catalogs, display box, animations, etc.), the brand activates all the levers allowing it to significantly increase rotations.
A new positioning
Brio tackles the energy drinks market with a dual approach. The brand is developing its presence in mass distribution by seeking to place its products in conventional aisles and snacking aisles in the world of energy drinks.. It has also just launched its products in can format in supermarkets and supermarkets to more clearly reflect its positioning as an energy drink.. Its drinks meet consumer aspirations, looking for energy as strong as traditional energy drinks, but more natural and more sustainable with less sugar (Brio drinks contain three times less sugar than traditional energy drinks). According to a study conducted by Consopole in July 2023, Brio drinks have strong purchase intentions after tasting (from 40% to 81,7% depending on flavors).
“Very strong potential”
“Brio is a pioneering brand in the natural energy drinks sector, and with very strong potential. Our positioning as an energy drink is recent, and we build the brand’s history with major retail brands and service stations. These brands are convinced, like us, that we must respond to this new consumer trend which is the search for natural energy that is healthy and with less sugar. We do everything we can to achieve our goals, and in particular significant resources on the ground”, explains Julien Baudry, one of the founders of Brio.
