Danish malt drinks available in major metropolitan areas
Royal Unibrew's malt sales are channeled throughout the USA within the ethnic trade. The primary target tends to be neighborhoods with a high incidence of people from the Caribbean and Africa. This is due to the popularity of our flagship brand “Vitamalt” back in their home country. They learned to appreciate Vitamalt while growing up and want to continue drinking it in the USA, as well as introduce it to family and friends. On another note, some Hispanics groups are also taking a liking to Vitamalt (e.g. Cubans, Dominicans, Venezuelans and Columbians). Although Vitamalt is not sold in their home countries and is approximately 40% more expensive than the Hispanic malta brands they recognize, Vitamalt sales in some Hispanic neighborhoods continue to show modest but positive growth.
Distribution is accomplished through a strong network of Caribbean, African and Hispanic orientated distributors responsible for expanding specific target areas. Besides small ethnic stores, distribution has increased significantly in supermarket chains due to their increased interest in reaching ethnic groups. Vitamalt can be found in most major chains such as Wal-Mart, Kroger, Publix, Winn Dixie, Albertsons, Pathmark, Giant, Stop & Shop, Shoprite, Fiesta, etc. Besides retail stores, Vitamalt can also be found in numerous on-premise Caribbean restaurants, a distribution channel we continue to increase strength in.
Marketing efforts for Vitamalt in the USA consist mainly of event sponsorships (West Indian Carnivals, Jerk Festivals, Haitian Festivals, African Festivals, Music events, Caribbean Beauty Pageants, etc.). We have been proud to work with Air Jamaica for several local events as well as sponsoring qualification rounds held in the USA for the World Domino Championship held each December in Jamaica. Besides these activities, we are active with ethnic and trade related publications as well as radio in some markets.
The Vitamalt brand is our main malt for US sales. Vitamalt Classic is number one with Ginger gaining in popularity each year. Vitamalt PLUS has also made impressive growth strides recently. Two new Vitamalt products are being launched in 2007 - Vitamalt Light and Vitamalt Tetra. To further increase our position in the North American malt market, we provide two other brands to certain ethnic channels – Power Malt and Maltex.