By Allison Watkinson
TLL Reporter
Suntory Beverage & Food GB&I has appointed Metrostar as its licensing agency to manage brand extensions for its portfolio of drink brands.
Suntory is the UK’s third largest soft drinks manufacturer. The company is known for the popular brands Lucozade Energy, Lucozade Sport and Ribena, which Metrostar will be promoting at the upcoming Brand Licensing Europe tradeshow.
Lucozade Energy is a UK-based energy drink brand. With a focus on sustainable energy, Lucozade Energy is seeking partners in food, health and well-being, and the lifestyle arenas.
Lucozade Sport is the UK’s top sports drink brand and dominates the sector with an over 75% market share. Its long association with sporting events and athletes offers licensing opportunities for companies in the active clothing, accessories, health, and fitness spaces.
Ribena is a leading juice drink brand in the UK generating over £80 million per annum in sales. Over 90% of the UK’s blackcurrant production is used in the production of Ribena, and Metrostar is investigating food, sensory and lifestyle possibilities for the Ribena brand.
The partnership with Metrostar is also the first time the brands have been made available for licensing opportunities.
“Iconic is an over-used term but these brands need no introduction and as such are very promising propositions for licensing,” said Claire Potter, Metrostar’s MD. “As well as strong functional attributes transferable to products, food and health, they have a wealth of imagery and assets which will work superbly well in lifestyle.”
Metrostar is a global licensing agency that helps its clients with brand management and licensing opportunities. Metrostar will introduce Suntory and its brands at Brand Licensing Europe at stand C251.
“As a leading soft drinks company Suntory Beverage & Food GB&I is always looking to create extra value through our popular brands,” said Matt Riches, Head of Partnerships at Suntory Beverage & Food GB&I.
“We’re excited about unlocking innovative opportunities in new categories.”
Brand Licensing Europe is the only pan-European event dedicated specifically to licensing and brand extension. The three-day event brings together retailers, licensees and manufacturers for networking, trend spotting, and deal negotiation.
This year’s event takes place from Sept. 20 to Sept. 22.