Frucor Suntory and Metro Petroleum unveil Australian first concept store

Frucor Suntory and Metro Petroleum have opened Australia’s first V Energy concept store at Metro Greenacre, revealing a first of its kind partnership between the two brands.

Chris Burgon, Frucor Suntory with Elie Dib, Metro Petroleum

The new store features vibrant V Energy branding both inside and outside the petrol station with the impressive brand experience starting as soon as customers pull into the pumps.

The V Green exterior is immediately prominent and inside the store there is dynamic digital signage that wraps around the perimeter, advertising the different varieties and promotional offers available across the V Energy range. The digital signage is exclusive to V Energy products and above the line advertising campaigns.

With V Energy now the number one energy drink in Australia1, John Dib, Managing Director, Metro Petroleum, said that he is excited to see how customers interact with the new concept store execution.

“As the energy category continues to grow and expand within the petrol and convenience sector, Metro Petroleum is proud to be partnering with Frucor Suntory on a first of its kind concept store for both businesses. We cannot wait to see how our customers connect and embrace with the V Energy experiential execution,” he said.

According to IRI Market Edge data, within the petrol and convenience sector energy drinks currently make up 35 per cent of beverages and it’s expected to increase to 40 per cent by 2026.

The energy category also continues to lead total beverage growth and has experienced 12.3 per cent growth in the latest MAT with V Energy delivering growth ahead of the category at 14.4 per cent. This uplift has been driven by an increase in customer consumption of energy drinks, which has been encouraged by the introduction of new product ranges like V Energy’s new low calorie no sugar V Refresh range.

Since launch in August, V Refresh has experienced the highest level of trial of any energy drink NPD over the last 12 months and has proven to be 30 per cent incremental to the total energy category.

With this incredible momentum, it’s no surprise that V Refresh was recently recognised as the C&I Choice product in the December / January issue of C&I Retailing magazine.

Chris Burgon and David Fullerton, Frucor Suntory

Chris Burgon, Sales Director – Australia, Frucor Suntory Oceania, said the V Energy concept store is a testament to the strong relationship and shared values that Frucor Suntory has with Metro Petroleum.

“Together, our customers are huge fans of the V Energy range and it’s an exciting time to put our vision of a concept store into reality in time for the summer months.”

Customers can enjoy the exclusive V Energy brand experience and availability of the full range of products including V Green, V Blue and V Refresh at Metro Petroleum, 2 David Street Greenacre. 

1AU Scan Market Snapshot for QTR & MAT to 27 November 2022

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