Energy drink hits the road to give NI retailers a Boost

Boost 2

Boost embarks on road trip to thank Northern Ireland’s independent retailers

BOOST Energy drink is hitting the road next week to celebrate 15 years in Northern Ireland with local independent retailers.

Since Boost first hit the shelves here in 2003, it has enjoyed phenomenal success in the local market which is reflected by the fact that the brand, incredibly, now occupies the top three positions in the convenience sector’s soft drink sales charts*.

To recognise the huge role that Northern Ireland’s independent retailers have played in this success, Boost founder and managing director Simon Gray and a team of staff will be embarking on a province-wide road trip for two days on November 1- 2 to pay a surprise visit to stores around the province.

The ‘We Love Local’ road trip takes its name from the company’s ethos to deal only with the independent retail sector and not with the large multinational supermarket chains – and every store that receives a visit will be given the chance to win free stock – and a short break on the Causeway Coast – if they can answer some salient questions about the brand in Northern Ireland.

Boost Energy founder Simon Gray explained:  “The success of Boost has been nothing short of amazing since we launched here in 2003 so it’s very important for us to celebrate our 15th birthday with the people that have helped us reach the remarkable position we’re in – with the three top selling SKUs in the province.

“Northern Ireland is a very important market for us and our success here shows that our strategy of selling Boost exclusively in local independent retail stores and not the big supermarket chains has been the right one.


Boost Energy founder and Managing Director Simon Gray (right) and Gareth Hardy of Hardy Sales and Marketing Ltd (HSMNI) are stocking up for a province-wide road trip to celebrate 15 years in Northern Ireland with local retailers.

“We are committed to supporting the local home-grown independent retailers who have helped make Boost the huge success in Northern Ireland that it is today, which is why we’re heading out on the road to meet with as many retailers as we can over two days at the start of November,” he added.

“We’re going to have lots of fun along the way and we can’t wait to say thank you to store staff and give them a chance to win some free stock, as well as an opportunity to win a short break on the beautiful Causeway Coast – in recognition of our new special edition Sugar Free can design which is exclusively available in Northern Ireland until the end of the year,” concluded Simon.

County Antrim-based company Hardy Sales and Marketing Ltd (HSMNI) has played an important role in the Boost success story, providing warehousing, distribution, van sales and key account management across all the major symbol, cash & carry and delivered wholesalers within the NI convenience and food service sector.

HSMNI Managing Director Gareth Hardy said:  “We’ve been working with Boost since it first arrived in Northern Ireland 15 years ago, and to see the brand occupy the top three soft drink sales positions in the convenience sector is fantastic news not just for us but for wholesalers, retailers and consumers who all love the brand.

“So we’re looking forward to our ‘We Love Local’ road trip which will give us a great opportunity to meet with our retail partners across Northern Ireland and to thank them for helping us to collectively grow the brand across Northern Ireland,” he added.

The ‘We Love Local’ Road Trip will take place across Northern Ireland on Thursday November 1 and Friday November 2.   Retailers interested in winning some ‘on the spot’ prizes should brush up on their Boost facts by visiting


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