SOUTH BEACH BEVERAGE IN TIE-IN WITH SUPERMARKETS

STEPHANIE FAGNANI

NORWALK, Conn. -- A number of retailers, including Publix Super Markets, Schnuck Markets, Albertson's and Bashas' Markets, are taking part in a $9 million tie-in radio promotion with the South Beach Beverage Company, here, this summer.

Hawking the company's latest SoBe beverage items, including Tsunami, a dairy-based drink, the regional radio spots tell listeners which supermarkets are carrying the SoBe line, based on location.

In addition to the radio advertising, SoBe will provide retailers with promotional in-store point-of-purchase displays and will also position its SoBe traveling bus to offer samples in the parking lots outside certain retail chains this summer.

According to John Bello, SoBe's CEO, the company is embarking on more mainstream advertising this year in order to take advantage of the compatibility of SoBe's value-added beverages and the public's growing desire for wellness products. SoBe drinks contain varying amounts of vitamins, herbs and supplements.

"Consumers are ready to take a break from carbonated beverages," Bello said. "They are willing to pay a little more for [added value]."

According to Bello, SoBe sales account for about 16% of the $60 billion value-added beverage category.

The company is gearing up for the nationwide retail launch of a new six-pack in July, when SoBe will also be introducing its line abroad in the U.K. for the first time. Also on board for this summer is the launch of small, six-pack aseptic packages that will be distributed through Wal-Mart and yet-to-be-announced major supermarket chains.