Simon Gray: ‘Our ‘We Love Local’ ethos remains as relevant in 2021 as it’s ever been.’

Set up in 2001 by founder and chief energising officer (CEO) Simon Gray, the company aimed to fill a gap in the market for quality energy drinks at an affordable price.

Boost Drinks has gone from strength to strength since its inception, expanding its range in line with changing consumer tastes and demand, while investing heavily in the brand and infrastructure. With its first brokerage deal agreed with Rio Drinks, annual turnover is estimated to reach £50 million in 2021.

The 20th anniversary promotional activity includes:

• Recent addition of Caramel Latte flavour to its ready-to-drink iced coffee range as well as new Mango flavour in its energy drinks range
• The development of the brand’s first CSR campaign and bigger than ever nationwide ‘Choose Now’ marketing campaign
• Platinum certificates and gift hampers given to in-depot teams to thank trusted wholesaler partners for their support (June – September)
• A search to find the best local independent retailers in the business via a £20,000 giveaway competition, ‘Celebrating 20 Years of Local Legends’
• A gala ‘Platinum Party’ – a special awards ceremony and dinner dance in November to announce and celebrate the winners of the Local Legends competition
• In-house celebrations to recognise and thank Boost employees and encourage them to share their memories of life at Boost Drinks.

Gray commented: “I don’t get much chance to reflect but it is safe to say we’ve had an incredible 20 years and I am very proud of what we’ve achieved.

“Our ‘We Love Local’ ethos remains as relevant in 2021 as it’s ever been. We’ve been working with local independent retailers and wholesalers since our brand was born, so to mark our milestone 20th anniversary, it feels only right that we should celebrate it with them and acknowledge those who have supported Boost’s journey through the years.

“I’m immensely proud of and grateful to all our stakeholders and look forward to more shared success – and lots of fun too – throughout the rest of the year.”