RaceTrac Furthers Partnership With Monarch's ACUTEfruit

ATLANTA -- RaceTrac Petroleum entered into a new distribution agreement with Monarch Beverages' ACUTEfruit that will expand carriage, sales and promotional agreements throughout 2010 in key Southeast markets, including Georgia, Florida, Texas and Louisiana.

"Ultimately, our success is about what works both today and tomorrow," stated Valerie Thomas, category manager for RaceTrac, which currently has more than 250 stores throughout the Southeast. "We've analyzed our most successful distribution partner and cross-promotional agreements, and the volume delivery and overall alliance we have with ACUTEfruit remains a perfect fit."

Monarch's ACUTEfruit line of nutrient-enhanced, 100-percent fruit juice energy beverages is already carried in more than half of all RaceTrac outlets, according to Monarch's vice president of sales, Tommy Little, who noted the company continues to partner with U.S. chains who share common values and consumer brand promise.

"Our success depends on shared values and aggressive promo strategies that meet consumer demand, price point and innovative consumer marketing," Little said. "With RaceTrac, we get the perfect blend of shared values, brand promo and consumer benefits."

On-going sampling promotions and existing in-store combo offers will continue to be tested and further developed collaboratively between Monarch and RaceTrac. The convenience store chain also includes consumer promotions on its Web site, www.racetrac.com.

"Expansion of key partners like RaceTrac continues to align our ACUTEfruit line with key volume-drivers with the same, core demo target -- adults 25-44 looking for a healthier alternative to coffee, diet soda and traditional energy drinks," Little stated.

Monarch markets and distributes four varieties of the non-carbonated, no sugar-added, no-preservative energy line, packaged in 15.5-ounce cans. Flavors include Orange Passion Fruit, Strawberry Guava, Mixed Berry Kiwi and Tangerine Apple.

Distribution has focused on the convenience and drug channels initially, including such chains as RaceTrac, Fas Mart Shore Stop, MAPCO Mart and Flash Foods.

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Monarch Expands ACUTEfruit Sampling Program in C-stores
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