Straightforward Drinks grows 33% within the first half and bets on main occasions
The brand earned R$26 million in 2021 and wants to expand growth in the national and international market in 2022
The company Easy Drinks is a pioneer in the beverage preparation market. Founded in 2008 by brothers Bruno and Fabrício Lot, the business started by supplying fruit inputs to major events and nightclubs in São Paulo. Today, the brand counts foams and sachets for the preparation of drinks, such as moscow mule, penicillin, cosmopolitan, Bellini, Whiskey Sour.
In 2019, Easy Drinks entered retail with a product portfolio that allows consumers to prepare cocktail recipes at home. Since then, the growth presented was 360% and, in 2021, they grew 150% in the national market, expanding the points of sale in Brazil with the addition of new stores. Such growth can be seen in the total revenue of R$26 millionwhich represents a growth of 36% compared to 2020.
The first half of 2022 ended with a 33% growth compared to the same period in the previous year. This result was mainly driven by export earnings, aggressive entry of products into supermarkets throughout Brazil, and the brand’s participation with its corporate line in major events, such as the Lollapalooza. As a result, the projection is for sales of more than R$32 million in the domestic market this year alone.
With a structure focused on technology and innovation, Easy Drinks, which has already conquered physical points of sale in important places such as São Paulo, Rio de Janeiro, Minas Gerais and Paraná, has, over the last few years, formed new retail partnerships and a promising future for the category in the national and international market.
Currently, the brand has more than two thousand points of sale and resales of its products correspond to 93% of the total. The company will continue to invest in innovations and exports and consolidating its purpose of taking supplies to consumers’ homes that allow the preparation of drinks with professional quality in an easy and practical way.
Among the recent novelties of the partnership between Easy Drinks and DIAGEO, a pioneering English brand in the alcoholic beverage manufacturing market, is a kit for the preparation of Whiskey Sour Gold & Apple. In its e-commerce and points of sale, Easy Drinks increasingly strengthens its collaborations with major spirits brands, adding to its portfolio labels such as Ketel One and Cîroc, also from DIAGEO, and Ambev, which have become a great sales success. , mainly as options for gifting.
Easy Drinks also plans to invest in the wellness market for the second half of the year, with new zero-sugar products, recipes for non-alcoholic drinks and partnerships with points of sale specialized in the segment.
“We see a huge growth in the search for non-alcoholic drinks, which perfectly matches the Easy Drinks proposal, since our products can be used in the preparation of a wide variety of recipes. We are also developing zero-sugar foams to fill a gap that we see interest from consumers seeking a healthier lifestyle,” continued Lot.
Also in 2022, Easy Drinks will continue the expansion of its portfolio with new releases, such as another classic drink, four new spray products, in addition to creations with unprecedented concepts for the brand.
“Another major objective for this year will be to expand our presence in partner points of sale in Brazil, with investment in our own team of Trade Marketing promoters and commercial actions in large networks in partnership with DIAGEO”, said Bruno Lot, founding partner of Easy Drinks.
Easy Drinks abroad
For the coming months, plans remain ambitious. After entering Paraguay in early 2022, with 180 points of sale opened in less than two months with a contribution of US$135,000, around R$697,000, the company will invest in exports to Argentina and Chile in the next three months. Europe and the United States are also in the negotiation pipeline, with operations in the American territory scheduled to start in June.