The 10 men and women from all over Northern Ireland were clearly overwhelmed to receive their well-deserved award said Jack Taylor, Retail Development Manager, Boost Drinks.

“Boost Drinks 2023 Always in Your Corner campaign put the people of Northern Ireland right at the heart of it. This year we have given amateur singers a leg up, we have helped local charities, given students a boost and kept the whole country going with our Energy, Sport and Iced Coffee ranges,” said Jack.

“The five local people and five retailers that we honoured are perfect examples of unsung heroes who are quietly doing what comes naturally to them. They expected nothing in return, so it was an absolute pleasure to give them a night dedicated to their selfless achievements. This was their time to shine, and we really hope they felt the love,” said Jack.

The anniversary extravaganza was held in the Titanic Hotel, Belfast on Thursday 2^nd November, with Boost Drinks CEO Simon Gray welcoming guests, alongside Gareth Hardy from Hardy Distribution. Hosted by Pete Snodden, and with performances by comedians William Thompson and Shane Todd, the event was a true celebration of the best of Northern Ireland.

The Boost Drinks Local Retail Heroes, who each won a slimline fridge and Boost stock, were Kearney’s in Randalstown, ViVO Essentials in Greenisland, Nearby in Kircubbin, McCreadie’s in Coleraine and The Gem in west Belfast, who were each lauded for their dedication to local charities, commitment to their customers and for going above and beyond to serve their communities.

Read the full story in the next issue of Neighbourhood Retailer – coming soon!

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The Leeds-based drinks company is so familiar to people here that it is often mistaken as a Northern Ireland-based business, explained Boost Drinks CEO, Simon Gray.

“For 20 years we have immersed ourselves in every aspect of life in Northern Ireland, supporting local charities, encouraging grass roots sportsmen and women, giving NHS workers a boost and raising the profile of performers and various organisations and individuals.

“In fact, we’ve been so present in Northern Ireland society that people often think this our home which I take as a huge compliment.”

Boost Drinks is the number one best-selling energy drink in Northern Ireland with a 32% market share in convenience*.

Simon said: “We couldn’t have achieved our market position without the support of the hard-working people of Northern Ireland. So, this year was all about saying thank you for being in our corner for the last 20 years. We wanted our gratitude and our celebration to be at the heart of the brand activations for our Boost Iced Coffee, Sport and Energy ranges.”

SEARCH FOR NI HEROES

As part of its year-long Always In Your Corner campaign, the drinks company has been searching for Northern Ireland’s local heroes, whether that be deserving mums or retailers who have gone above and beyond for their communities.

Simon continued: “The search for our local heroes generated hundreds of entries and after much deliberation we chose five individuals and five retailers whose identities will be revealed at our 20th birthday celebration taking place at the Titanic Hotel on 2^nd November.

“The Boost heroes will receive a trophy, shops will get a slimline fridge and consumers will get a £200 voucher, as a thank you for all of the commitment they have shown to their customers and communities.

“As we look back, we’re proud to say that we have supported a huge array of worthwhile causes, individuals, and organisations across Northern Ireland over the last two decades. Five of them, including Malone Tornadoes Mixed Ability Rugby, Brain Injury Matters and Air Ambulance NI, plus local band, Highway 56, and Boost’s distribution partner in Northern Ireland, Hardy Distribution, shared their connection to Boost in a revealing series of short videos which can be seen on our social media channels.”

Gareth Hardy, Hardy Distribution, Boost’s distribution partner in Northern Ireland said: “We have been distributing Boost for 20 years in Northern Ireland – we have been there from day one. We are an extension of their business and they treat us just like that and I believe that’s been key to our success.

“Offering a product that is competitively priced in 2003 but did not compromise on quality or taste was exactly what the market here wanted, and consumers responded.

“Since we started working with Boost, we have gone from two employees to 10 and from 2,000 sq ft to 50,000 sq ft of warehouse space. The relationship we have with Boost is testament to how collaborative working can really pay off.”

BOOST’S IMPACT ON NI

Colleen Milligan, Air Ambulance Northern Ireland, said: “It costs around £48K per week to keep the Air Ambulance operational and we get on average two callouts per day. The £41K raised by Boost meant that our team could make 12 potentially life-saving responses getting treatment to those who need it most in the fastest way possible.”

Boost also helped catapult buskers from Northern Ireland into the public eye including Highway 56. To celebrate the launch of Boost Juic’d Blood Orange and Raspberry Crush, Boost Drinks launched Boost’s Busker Corner competition to find talented buskers who would benefit from a once-in-a-lifetime prize. There were two heats, one in Derry~Londonderry won by Jack Fairon with the Belfast title won by brothers, Fergus and Cormac McPherson, Highway 56.

Cormac McPherson, Highway 56, said: “When we entered the competition, we had no idea about the impact it would have on our careers.

“Boost helped open doors for us in the music industry and we got bookings to play at some events. It was a very proud moment and great exposure for us that we never would have achieved without Boost’s help.”

Simon Gray concluded: “As a business, it is easy to forget about the wider impact Boost has had on the many organisations and individuals here that we have worked with. We are committed to continuing to build on the good will and affection that people from Northern Ireland feel for Boost for the next twenty years.”

Since 2003, the Boost Drinks brand has grown from strength to strength, establishing itself as the number one selling soft drink in Northern Ireland*.

Boost was established in 2001 after founder (and MD) Simon Gray saw the opportunity to offer consumers a great quality energy drink at a fraction of the price of other brands at that time.

Two years later Boost, alongside Hardy Distribution, brought the brand to the local market, making the brand 20 years old in NI this year. Boost Drinks now owns the province’s top selling soft drink within the local independent convenience channel1.

* All figures are from the latest Circana/IRI based on the latest 52we to 9th September 2023. Distribution numbers are via Greenfield Marketing.

The post Celebrating 20 years of giving NI a Boost first appeared on Neighbourhood Retailer.

There was some serendipity at play in 2003 when both Gareth Hardy and Simon Gray were seeking out key clients for their respective businesses.

Boost was established in 2001 in Great Britain and was ready to make the move into Northern Ireland, while Gareth Hardy, then based at Hardy Bros Wholesale, was searching for a significant customer to work with in the distribution arm of the company.

Having travelled to trade shows across the UK in the early 2000s handing out their business cards, their persistence paid off when they received a call from Simon Gray, CEO of Boost.

“Our family had been in wholesale for almost 50 years and I joined the company in 1995,” said Gareth.

“We dabbled in distribution and shared the distribution of a product which gave us an appetite to land a product of our own for the region. One day we got a call from Simon, who had been given our number from a mutual friend. He rang and we agreed to receive some samples of his product, back then it was the 500ml Original Energy in the silver bottle.

“People have often asked us how it worked so well and I would have to say there was definitely a bit of luck involved, but the timing was right too.

“When we look back now, it was such an informal way of doing business, but that was how business was done. He gave us some stock and told us not to pay him until it was all sold.”

MARKETPLACE AND TIMING

Simon Gray agreed that the timing of the arrangement was ideal, but stressed that Gareth and the business were key in taking things forward.

“To be fair, most of the credit has to go to Gareth and his dad, Sean – they have the connections, we had what we believed was a compelling product and you have to marry the two together,” said Simon.

“I think it was a combination of timing, in terms of where Hardy’s were as a business, where the energy market was, and what we were trying to achieve as a brand that made it a sweet spot.”

With a less congested marketplace which was ready for a proposition that didn’t compromise on taste and quality, there was a gap there for a product with the right pricing. “We sat down one evening to sample the product and we all loved it,” explained Gareth.

“My dad was pretty adamant that it was going to be a success here. If it had not been for him, we probably would not have been distributing it. He was very confident that we could make it work in Northern Ireland.

“We felt confident we could cover the market and region very quickly.

“Credit has to be given to Simon, as he recognised that what works in London, Leeds and Manchester does not necessarily work in Northern Ireland,” added Gareth.

NORTHERN IRELAND MARKET

Very early on in the partnership, Simon realised the Northern Ireland market needed a different approach to that in GB, and was keen to take on board Gareth and Sean’s knowledge of the market here.

“The Northern Irish energy market is what we would call two-tier,” said Simon.

“You have got the more premium brands and then ourselves and we are a market leader from a scale perspective.

“We were quite a trade-built brand, so we were approaching the wholesalers with what we believed in as an idea and they helped force it down the chain. So, the wholesalers and retailers were almost backing the product and expecting the consumer to buy it.

“We quite quickly started to get data on the consumer. Most brands usually get the data and then build the plan, but we were building the plan and then retrofitting the data. I think the Mintel data from the early 2000s was telling us that Northern Ireland consumers were the second largest consumers per household in the whole of Europe.

“We see it even now in the market data that we get, the rate of sale in a store in Northern Ireland is more than quadruple compared to GB*. When you’ve got this focus from the wholesaler, this quality of execution from the retailer, and this high level of consumption from the consumer – that is what has delivered for us.”

DISTRIBUTION BEGINS

Having got their initial stock from Boost in October 2003, Gareth and Sean set about travelling across the province in a Caddy van and covered every shop they knew.

“We had a lot of contacts so we were pretty confident we would get the support. We knew within a few weeks that we were onto something special,” said Gareth.

“The initial sale is very easy, the key is getting repeat orders and that is when you know if it’s going to be successful or not. We took a strategy that we would not give them all of what they wanted, so if they ordered 10 cases we would give them six and so on. So, when we came back round the appetite, demand and excitement was being carried through.

“It kept growing and our orders kept getting bigger going over to Simon. That was a big call back then to commit to that order from him. Then we approached all the wholesalers within Northern Ireland and they gave us great support and have done ever since. The wholesale business definitely helped the brand throughout Northern Ireland.

“We did that for a good 10 years. People talk about a sales strategy, but there was no such thing in those days, it was just going out and selling as much as we could and that is what we did.”

By 2013 it was evident this was a business that warranted its own team focusing on it and so, in January 2014 they separated the business, with Gareth exiting Hardy Brothers Wholesale, and establishing Hardy Distribution.

“It was a really tough, bold decision to make but it was the right thing to do to keep developing the brand in Northern Ireland,” said Gareth.

“It was a team of four people and since then we have outgrown three warehouses and have a team of 10. We work with local people including PR companies and the support there too brings it up to 20 people in all.”

COLLABORATION

By 2015 the strength of the relationship between Hardy’s and Boost was such that a new flavour was created solely for the Northern Ireland market, with Red Berry now the number one selling soft drink in convenience here.

“That goes back to Simon’s understanding of the brand here. In 2015 they were launching a new flavour nationwide, but we did not think it would work as well in Northern Ireland and their team challenged us to find what would work,” said Gareth.

‘We see it even now in the market data that we get, the rate of sale in a store in Northern Ireland is more than quadruple compared to GB’

“We looked at some data and some feedback from our wholesale customers and retailers and came up with Red Berry. It launched in Northern Ireland in 2015 and within four years it was the number one selling product within Northern Ireland convenience.

“That again goes back to Simon’s approach to treating Northern Ireland separately, putting time and investment into it and putting his trust in us. After a few years it was launched nationwide.

“It is a great collaborative relationship that we have with them,” he added.

“This is what we’re always encouraging, that while we think we know what is right for the brand and we see what’s going on in GB, we realised years ago that when we launched things like Cherry flavour, it doesn’t sell in NI,” added Simon.

“So, we knew that there were different taste profiles, and there were one or two propositions that were coming forward in a number of areas in wider soft drinks that made Gareth say, you know we could really be onto something if we launch something bespoke.

“Again, because of the scale of what we’re doing in NI our manufacturers could accommodate it and we ran Red Berry as a Northern Ireland exclusive before testing it in the rest of GB, so credit must go to Gareth for that one.”

ANNIVERSARY CAMPAIGN

Now, to mark the collaboration and the 20th anniversary of Boost in Northern Ireland, the ‘Always in Your Corner’ campaign has been launched, celebrating how Boost has been in everyone’s corner for the last two decades.

As part of the campaign, Boost asked people to nominate a local hero and a local shop. Simon said: “Over the years, we have worked with numerous charities, like the Air Ambulance and Foodstock, to support the incredible work they do for people here. We have supported up and coming sporting talent, championed community projects and showed up for students and NHS workers to let them know that we are in their corner.

“So, in our 20th year, we asked people to vote across two categories – the local hero award and the local shop award.

“Local stores are so much more than a place to go and pick up your groceries, they are a resource, somewhere you can chat to neighbours, a place the public can always rely on.

“All the winners will be invited to celebrate at our birthday party on 2nd November at the Titanic Hotel.”

NORTHERN IRELAND CELEBRATIONS

Simon said it was important to celebrate the anniversary in Northern Ireland.

“It was important for everyone who works at Boost to be at this very special event in order to honour the incredible journey we have had over the last two decades. Over 30 Boost team members, trade and wholesale customers, local and shop heroes, plus Gareth’s team, will be at the event, everyone who has been part of our journey over the last 20 years,” said Simon.

“I think we’re all guilty at times of not taking stock of where you’re at and not enjoying some of the success together. I’ve crossed paths with a lot of the wholesalers and retailers over the years, so getting them all together in one place will be very special.”

Simon added that the whole Boost team will get to see and hear first-hand what is so special about Northern Ireland.

“We speak to our colleagues about the successes we have enjoyed in Northern Ireland but to see it first-hand is important. Everyone will get to see Boost product in the fridges when they walk into stores and see its presence on the shelf. When they realise that we are competing with a lot of other brands in our category then our success and their hard work will be even more impressive.

“We’re a small team but we do a pretty big job, there are only 35 of us in the company. We’ll see a turnover this year of about £80m, so it’s a pretty big number with quite a small number of people.”

To find out more about what Boost is doing Northern Ireland follow them on Instagram (Boost Drinks (@boost_drinks) | Instagram), Facebook (facebook.com/ BoostDrinksNI) or visit www.boostdrinks.com.

TO VIEW THE FULL INTERVIEW WITH GARETH AND SIMON IN THE JULY ISSUE OF NEIGHBOURHOOD RETAILER, CLICK HERE

*IRI NI Convenience unit sales to June 2023

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Boost is asking people to nominate a local hero and a local shop; those who go the extra mile, sacrifice their time to help others or who are active in their communities.

Francine Matthews, Brand Manager, Boost Drinks, said: “Boost fans have been in our corner for the last two decades and are the reason we have been so successful here.

“Over the years, we have worked with numerous charities, like the Air Ambulance and Foodstock, to support the incredible work they do for the people of Northern Ireland. We have supported up and coming sporting talent, championed community projects and showed up for students and NHS workers to let them know that we are in their corner.

“So, we feel the time is right to reward the people who are always in your corner. We all know individuals and local stores who deserve a pat on the back, so tell us about them by completing a simple online form at www.boostyourcorner.com

AWARD CATEGORIES

“There are two categories to choose from; the local hero awards and the local shop awards, so get nominating and you could send the person who deserves the recognition to our Boost anniversary event on 2^nd November in the stunning Titanic Hotel where they will receive their prize and a big Boost thank you.

“We’re looking forward to reading about amazing charity workers and lifesavers, but we’d also like to hear about the countless good deeds that are carried out by friends, partners, work colleagues, and even strangers, every day in towns, villages and cities across Northern Ireland.

“Perhaps you have a neighbour who checks in on an elderly relative, someone who looks after your pet when you’re on holiday, a local store owner who does good work in your community or a member of the health service who deserves to have their hard work acknowledged. We would be so pleased to hear your stories and to be given the chance to say thank you to some of these special people,” said Francine.

Local rugby hero, Stewart Porter, Head Coach, Malone Mixed Ability Rugby, said: “I was delighted to hear that Boost is planning to highlight the people of Northern Ireland in such a lovely way. Boost were in our corner last year when they brought former Ulster Rugby player, Stephen Ferris along to one of our practice sessions. Our players, who are all differently abled, were incredibly honoured to play rugby with Stephen and to cap it all off, Boost surprised me with a thank you gift. I know only too well about the power of good people so I would encourage everyone to nominate the person who is always in your corner.”

Nominate a Boost local hero or shop by visiting www.boostyourcorner.com, fill out your details and state why your nominee should win before the closing date of 31^st July.

BIRTHDAY PLANS

Since 2003, the Boost Drinks brand has grown from strength to strength, establishing itself as the number one selling soft drink in Northern Ireland*.

As part of its 20 birthday plans, Boost will appear across Northern Ireland in a number of surprising and fun ways.

Francine said: “2023 is going to be a year like no other for Boost. As well as searching for local heroes, we’re also appearing in towns and cities giving away bottles and cans of people’s favourite Boost flavours and showcasing some new ones.

“We have lots of exciting things planned for our loyal fans past and present and the local stores that have been by our side over the last 20 years. We will be at music events, student digs, at local convenience stores and even busking on the streets, bringing a uniquely Boost celebration to as many people as we can,” concluded Francine.

Boost was established in 2001 after founder (and MD) Simon Gray saw the opportunity to offer consumers a great quality energy drink at a fraction of the price of other brands at that time.

Two years later Boost, alongside Hardy Distribution, brought the brand to the local market, making the brand 20 years old in NI this year. Boost Drinks now owns the province’s top selling soft drink within the local independent convenience channel*.

Boost offers Energy, Sport and Iced Coffee products in various pack formats and flavours.

*IRI NI Convenience unit sales to April 2023

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