New Energy Drink Prompts Formula 1 Sponsorship and Associated Logistics Contract

UK – When Rich Energy, a recently launched British premium energy drink also available in the US was launched, the manufacturer's looked to find the best way to promote the high-end product and settled on a number of sponsorship packages. Equally important was the necessity to ensure that its outsourced downstream global supply chain operation was in the hands of a suitably competent logistics operation.

The appearance of the distinctive, tall and slim, black and gold 250ml cans is now reflected in the livery of the Haas Formula One (F1) car which Rich Energy is sponsoring during the 2019 F1 season and, just an hour south of the race headquarters, Berkshire based Walker Logistics has been charged with ensuring the new product reaches Rich Energy’s retail partners throughout the world.

The Reading based firm will also manage the fulfilment of online orders directly to consumers with palletised loads of cans of Rich Energy drink warehoused at Walker’s multi-user ambient temperature store, which is located close to Junction 14 of the M4 motorway.

The new product took 6 years to develop with a target of being a peerless, ultra high quality drink in what is an incredibly competitive market. To ensure this the drink, which can be either consumed as a standalone or as a mixer, is produced using quality ingredients including Alpine spring water and luxury organic sugar cane. Upon receiving the contract from Rich Energy William Walker, sales director of Walker Logistics, said:

“The manufacturers of Rich Energy have invested significantly in the development of their product and are creating acknowledgement of the brand with some high profile sponsorship deals across a number of sectors. A considerable and rapid upswing in demand for Rich Energy is anticipated and at Walker we are gearing up to ensure that we are fully prepared to meet our clients’ expectations.”

Photo: F1 drivers Romain Grosjean and Kevin Magnussen astride the new car.