1. learning to trust your retail partners
BevNET Live
December 2009

2. the skinny
• our DNA
• Whole Foods union
• product evolution
• steaz theze days
• lessons learned

3. the healthy beverage company
• founded in 2003
• co-founders: Eric Schnell and Steve Kessler
• vision: a healthy alternative to soda
• triple bottom line: people, planet, profits

4. steaz
• sparkling teas, energy drinks & shots and
RTD teas
• all natural, organic, fair-trade and vegan
certified
• first USDA organic-certified soft drink brand
in U.S.

5. products

6. brand

7. brand
Brand Promise: Point of Difference: Core Benefit:
 A healthier world  Organic tea creatively unleashed  Discover the better way

8. back in the day
• steaz launches sparkling
green tea
• we are the demo guys…
2003

9. back in the day
the marketing reps…

10. back in the day
and the sales reps…

11. 2003 Whole Foods says yes!
• steaz approved in Southeast
region, 12 stores
• first USDA certified organic
soft drink in U.S.

12. • founded in 1980
• tenth largest supermarket chain
in the U.S.
• first national organic certified
grocer
• over 280 stores
• 11 U.S. sales regions

13. innovation

14. product evolution
2005: steaz national rollout
2006: steaz energy
2007: steaz diet sparkling green tea
2008: steaz organic iced teaz
2009: steaz energy shot, steaz zero calorie

15. 2005: steaz coast to coast
 goal to be category captain in
Whole Foods
 SPINS ranks us #1 U.S.
glass bottled organic soft
drink

16. 2005: steaz coast to coast
• “How about an
energy line?”
• we include WF in
development
product
evolution
formulas
tasting
packaging
naming

17. 2006: steaz energy, no bull

18. 2006: energy, no bull
 national launch
 270+ stores
 11 regions
 4 ft. energy set
 first organic energy
drink

19. 2007: diet sparkles

20. • steaz SGT becomes best selling
glass-bottled organic CSD
• “How about something with less
sugar?”
• product evolution starts
product
evolution
formulas
tasting
packaging
naming
2007: diet sparkles

21. 2007: diet sparkles
 national launch
 first ‘diet’ (low sugar) labeled
soft drink in WF
 first certified organic diet soft
drink in U.S.

22. 2008: iced teaz yes we can!

23. • “How about an organic iced
tea in a can?”
• product evolution starts
product
evolution
formulas
tasting
packaging
naming
2008: iced teaz yes we can!

24. 2008: iced teaz yes we can!
 national launch
 ‘affordable organics’ concept
introduced
 first complete line of fair-trade,
organic iced teas in aluminum cans

25. 2009: energy, take your best shot

26. 2009: energy, take your best shot
• new partnership
• supplements: steaz enters new
category
• product evolution starts product
evolution
formulas
tasting
packaging
naming

27. 2009: energy, take your best shot
 first organic, fair trade energy shot in
PET
 organic alternative to 5 Hour Energy
– category leader
 today, #2 best selling item across all
steaz product lines at WF
Image of Energy Shot
on shelf or data

28. 2009: zero calories, major taste

29. • stevia becomes GRAS
approved by FDA
• “How about a certified organic,
stevia-sweetened zero calorie
product?”
• product evolution starts
product
evolution
formulas
tasting
packaging
naming
2009: zero calories, major taste

30. 2009: zero calories, major taste
 October ‘09 national launch
 first zero calorie, organic,
stevia-sweetened soft drink
 replaces diet steaz line
 now outselling diet 2 to 1
Image of Zero on shelf?

31. winning formula
Collaboration
Initiative
Responsiveness
Creativity

32. steaz theze days
2003 2009

33. steaz theze days

34. lessons learned
 listen … to your partners
 ask … Is there a market?
 gain … support before launch
 start … in your backyard
 build … success one retailer at a time
 show … you are committed
 sales speak volumes

35. the end…
or maybe the beginning