Energy drink MTV Up! has secured a distribution deal with Woolworths Group just two months after its launch in Australia.
Under the deal, MTV Up! range will be stocked in more than 1500 Dan Murphy’s and BWS stores across the country. Launched in Victoria last September, the drink has achieved strong sales performance through some of Australia’s largest service stations and bottle shops.
Best known for its television music channel and leaning towards millennial and music-focused consumers, MTV Up! stands out from the major players in the energy-drink market, who are usually aligned with sport and high-octane leisure activities.
“MTV Up! is designed to inspire creativity and boost potential, encouraging Aussie millennials to enjoy life, have fun, discover music and live to their full potential,” the company said in a statement.
The drink will be available nationally at Dan Murphy’s and BWS stores from December 27.