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Runa Links Energy Drink Success With Prosperity Of Guayusa Farmers In Ecuador

January 19, 2018: 12:00 AM EST
Brooklyn-based Runa, which makes RTD iced teas and guayusa-based energy drinks, has had considerable success in the energy segment: year-over-year sales in the multi-outlet channel grew 60 percent in 2017. But to really have an impact, especially on its guayasa suppliers, it needed to make sure its marketing was having a positive social effect while boosting sales. The streamlined goal now is to grow its line of 12 oz. canned “clean” energy drinks. The reasoning? The more demand for guayusa, ‘the more lives we are impacting in Ecuador.” The marketing strategy is to focus on tactics that have worked, but the company is also launching five flavors through a direct store distribution (DSD) partner in New York City.
Martín Caballero, "Runa Steers towards Natural Energy, Away from Tea", BevNET, January 19, 2018, © BevNET.com
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