INTERNATIONAL MARKETING

CASE PERRIER ENERGIZE

The story of Perrier (brand of Nestle Waters):

Born in France, the effervescent spirit of Perrier is now recognized in more than 140 countries.
Known as the “champagne of table waters”, Perrier is a premium carbonated spring water from
France.
With its invigorating bubbles, Perrier has tastefully quenched thirst for almost 160 years. The unique
blend of distinctive bubbles and balanced mineral content is a great alternative to carbonated
soft drinks, with no sugar and zero calories.

Perrier water is source and bottled in the South of France. The brand is available unflavoured
(known as “Perrier Originals”) in glass, PET and cans, flavoured (known as “Perrier Flavors”) and
also in limited edition designer bottles and cans.

PERRIER ENERGIZE - 2021

On a water market negatively affected by the closure of cafes and restaurants for one year due
to Covid, Nestlé, is counting on Perrier, its iconic brand of sparkling mineral water, to find a place
in a booming segment: that of energy drinks, a global market of 41 billion euros according to
Euromonitor, up 14% since 2017.

The Perrier brand is available in 140 countries. In 2019, sales per region were:

EUROPE (mostly France, UK and Italy): 1975 M CHF

USA-CANADA: 4435 M CHF

Other regions (incl. China): 1411 M CHF

Source: Statista

In March and June 2021, they launched Perrier Energize in the USA, Canada and France.

CANADA

NEWS PROVIDED BY Perrier Canada - May 04, 2021, 07:00 ET

Announcing New Perrier Energize: Perrier's First Carbonated Energy Drink Gives a Natural Boost to
Fuel Your Body and Mind
Canadians seeking an energy boost in their day now have a delicious, refreshing, and lower sugar
option

NORTH YORK, ON, May 4, 2021 /CNW/ - Summer is approaching, and for Canadians, warmer
weather and longer days, means more time outdoors, workouts, and relaxing in the sunshine. Add
in the demands of all-day virtual office meetings and online schooling, and it can be challenging
to keep energy levels high throughout the day. To keep Canadians bubbling with energy, iconic

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premium sparkling water brand Perrier is launching Perrier Energize: the company's first-ever
carbonated energy drink. Perrier Energize is refreshing, organic and provides about the same
amount of caffeine as a cup of coffee to give Canadians a boost of energy any time of day:
morning, noon or evening.
Perrier recently conducted a Perrier Energy Attitudes Survey to tap into Canadians' feelings
towards energy levels and energy drinks and found that 83% of Canadians want a boost of
energy at some point throughout the day. These Canadians also want to feel good about where
the energy source comes from and what they put into their bodies. In fact, half of Canadians
surveyed wish that they had healthier options in beverages that deliver the energy they need.
The Perrier Energy Attitudes Survey also found that:

31% of Canadian energy drink consumers name ingredient quality as an important consideration
when purchasing energy drinks, with 48% among this group noting that sugar content is an
important consideration.
37% of Canadians say that no artificial ingredients would make them more inclined to purchase
an energy drink.
Many Canadians also said that low sugar content (48%), low calories (36%) and refreshing taste
(45%) would positively impact their purchasing decision.

New Perrier Energize is available in

330ml cans and can be found in three
delicious flavours: pomegranate,
tangerine and grapefruit (CNW
Group/Perrier Canada)

Organically Refreshing

Perrier Energize is plant-based and powered by caffeine extracted from organic green coffee
beans and an organic infusion of Yerba Mate for a refreshing, delicious flavour that keeps you
moving any time of the day. It also offers competitive caffeine levels to many traditional energy
drinks, but without taurine.

"Canadians have told us that they want a refreshing solution to give them energy, without
compromising on taste and nutritious value," says Lina Benkhaldoun, Marketing Director at Perrier
Canada. "Perrier Energize delivers an innovative option to have as a mid-day day boost or after a
workout. Perrier Energize will keep you going, while feeling good about what you're putting into
your body."

About Perrier
Perrier Sparkling Natural Spring Water, which dates back millions of years, was first widely imported
to Canada in 1979. It comes from a source in the south of France. Located near the small village
of Vergeze, in Provence, the spring's unique balance of minerals and light effervescence provides

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its distinctively fresh, clean taste. It is this singular blend of gasses and minerals which have made
Perrier the world's most requested carbonated spring water.

Source: Perrier Canada

Energy Drinks Market Research

Source: Allied Market Research

The global energy drinks market was valued at $45.80 billion in 2020, and is projected to reach
$108.40 billion by 2031, growing at a CAGR of 8.2% from 2022 to 2031.

Energy drink is a beverage that contains high concentration of stimulants, majorly caffeine,
taurine, ginseng, guarana, and others. It enhances physical performance along with mental
alertness. Energy drinks may or may not be carbonated. One of the key reasons for energy
drinks market growth is that they provide instant energy along with mental and physical
stimulation. Furthermore, taurine, another major component, is essential for cardiovascular
function and skeletal muscle development. These factors are the substantial drivers of the
global energy drinks market forecast. Moreover, increase in health consciousness along with
change in consumer lifestyle and rise in awareness toward health wellness products are
expected to fuel the market growth in the near future. However, caffeine overdose may cause
hypertension, nausea, restlessness, and other associated health risks that limit the energy drinks
industry growth.

ADVERTISEMENT - July 8, 2022

The Perrier Feel the Flavor campaign is a new global marketing initiative from the sparkling water
brand to entice consumers with a sensory experience this summer. The campaign consists of a TV
spot that highlights the effervescence of the drink and its light fruit flavor, which are capable of
exciting a person's mood and spirit, according to the brand. The campaign also encourages
consumers to take a moment to celebrate the aspects of their lives that make the day-to-day a
vibrant experience.

The new campaign will run across digital, social and commerce channels in the US, Canada,
China and more.
https://youtu.be/oLjTwsgLBnk

QUESTIONS
1. Why can Perrier be considered a global brand?
2. What is the marketing objective of Nestle Waters in launching Perrier Energize?
3. How would Perrier decide on which countries and when to launch Perrier Energize?
4. How would you manage the total Perrier portfolio per country (must have, may have
references)?
5. To your knowledge, what are the various distribution channels of Perrier worldwide?