Effective from 1
April, a sales representation agreement has been signed by
the Ch’i Drinks Workshop and Bundaberg Brewed Drinks Kiwi
subsidiary, Neill, Cropper & Co
Ltd.
Kiwi-owned herbal drinks business,
Ch’i Drinks Workshop, has announced a partnership with a
subsidiary of Australian premium soft drink player Bundaberg
Brewed Drinks — a move which will significantly upskill
Ch’i’s sales and distribution, as well as improve reach
and visibility across New Zealand retail and hospitality
markets.
Auckland-based Neill, Cropper & Co has been
operating in New Zealand for over 100 years and is Bundaberg
Brewed Drinks’ long-established importer and distributor
in New Zealand.
“As distributors in the ‘premium soft
drinks’ sector, Neill, Cropper & Co fully appreciate the
consumer passion for Ch’i, but at the same time they’ve
witnessed our distribution gaps,” says Ray Nicholls, owner
of Ch’i International.
“Neill, Cropper & Co are
helping secure a much stronger position for delivering a
larger stream of herbal drinks.”
The partnership will
enable Neill, Cropper & Co to capture Ch’i’s unrealised
brand value by improving their overall distribution and
availability. The deal will give them access to food,
hospitality and impulse outlets.
“Ch’i has
short-changed New Zealand’s retail trade by not providing
the support and focus required in the competitive FMCG
business. This means, with Bundaberg Brewed Drinks’
distribution horsepower, you can expect to see Ch’i drinks
on more café menus and drinks lists, which is something
consumers have asked for.”
While Neill, Cropper & Co is
set to represent Ch’i out in the field, it has been agreed
that all transporting and invoicing of Ch’i products be
carried out by the Ch’i Drinks Workshop. This is believed
to be the most efficient model.
“Our sole focus on the
Ch’i Drinks Workshop will be making their drinks and ideas
available to as many consumers as possible. This is an
integral business function for us, we strive to be a major
value contributor to our partners in the various reseller
channels,” says Neill, Cropper & Co Director, Andrew
Cowsill.
“Neill, Cropper & Co’s mission is to achieve
outstanding sales results in the premium drinks sector, and
we are very excited about the opportunities this partnership
presents.”
Both organisations have been supplying
premium beverage brands to New Zealand since the 1980s and
are keen to further their relationship if the timing is
right.
“Bundaberg Brewed Drinks has distribution
arrangements in over 60 countries, including Europe, United
Kingdom, United Sates, Asia and Middle East. Any future
partnerships with Ch’i beyond New Zealand remain up for
discussion,” says Ray Nicholls.
“Bundaberg Brewed
Drinks doesn’t partner with just anyone. They are proven
and cautious. We expect a three-fold effect: Ch’i will be
available in higher volumes; brand awareness will grow; and
we can now execute a new series of drink ideas. It’s an
exciting time.”
About Chi Drinks
Workshop
Ch’i Drinks has been supplying Kiwis
with premium beverages for the past 30 years. In 2019 they
established the Ch’i Drinks Workshop in Riverhead, New
Zealand. Their goal is to evolve a range of drinks ideas
that have hand-crafted herbal extracts at their heart and
build on the concept of Ch’i – the ancient breath of
life.
About Neill,
Cropper & Co Ltd
Neill, Cropper & Co is a leading
New Zealand distributor and brand ambassador of food and
beverage products. They will continue to grow by seeking new
partnerships that complement their existing portfolio, route
to market and customer base. They offer a full range of
importing services for overseas suppliers and distribute
Bundaberg Brewed Drinks’ products to over half of all New
Zealand’s drinks outlets.
