Kiwi drinks startup wins Endeavour ranging - Inside FMCG

Kiwi drinks startup wins Endeavour ranging

Kiwi low-sugar drinks brand Pals has secured a distribution deal with Endeavour Drinks Group across Australia. 

The partnership will help Pals expand its presence in the Australian market, taking the number of stores stocking its product to almost 2000. 

“The partnership provides us with a fantastic opportunity where from day one Pals will be available in more than 1000 stores nationwide in Australia,” Mat Croad, co-founder of Pals, told the NZ Herald. 

“Going straight to retail means there is currently no need for traditional distribution or to have our own sales force on the ground in Australia. This allows us to put more time and focus into branding and innovation,” he added. 

The New Zealand startup recorded “more than 1000 per cent” revenue growth last year. Despite the Covid-19 situation, the company expects to treble its revenue this year. 

Croad said Pals is working on expanding its global reach with Australia as its first market outside New Zealand. China and the US are the next two markets it is eyeing in the longer term. The company targets its export business to be 25 per cent of total revenue in the next two years. 

Founded by a group of four friends, who also run wine brand Master of Ceremonies, Pals claims to be one of the country’s first natural low-sugar ready-to-drink brands. 

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