By Amy Looker – editor National Liquor News
Coca-Cola Amatil (CCA) has commenced the roll out of its Pacific-based brands into the Australian market, with Vonu Pure Lager, Fiji Bitter and Vailima Lager all due to hit retailer’s shelves over the coming weeks.
“We are really excited about the launch of Vonu Pure Lager,” said Julian Train, marketing manager for Paradise Beverages.
"It’s such an easy drinking, highly sessionable lager that has a strong base of supporters here in Australia already.
"We will look to grow the brand by supporting trials in our customers' outlets, and are sure that once consumers try the product, they won’t look back.
“Over 450,000 Australians visit Fiji every year, and with Vonu Pure Lager being the beer of choice across all hotel resorts we have had strong feedback for this product to be launched into Australia.
"A comprehensive on- and off-premise marketing support program will back our launch, with eye-catching point-of-sale and gift-with-purchase activity supported by activity on social media, where Vonu enjoys a strong following.”
This launch will initially be focused on the east coast of Australia, with plans to launch Vonu in draught format later in the year.