Triad energy drink company expanding reach through Kroger

After announcing two weeks ago a partnership with 15 new distributors, Winston-Salem-based energy drink company Sunshine Beverages has reached a deal with Kroger extending its reach into Atlanta.

The recently announced distributors mainly operate in Anheuser-Busch's distribution network, with eight in North Carolina and seven in South Carolina.

Sunshine was originally limited to the Triad and Triangle, but its reach has expanded further into the Carolinas and throughout the Southeast, including Georgia and eastern Alabama.

Now a partnership with Kroger will enable Sunshine's "better-for-you" energy beverage to be sold through 118 stores in Kroger's Atlanta division.

“Sunshine has experienced incredible growth in recent months,” Sunshine President Lizzie Ward said.

“It was less than a year ago that we implemented a DSD (direct store delivery) distribution model strategy, and we’ve only just begun our expansion process.

Sunshine’s growth will continue to be accelerated in current markets, and the brand will be introduced to other parts of the Southeast in coming months.”

Sunshine's distributor network in Georgia and Alabama is also primarily a part of the Anheuser-Busch network.

Atlanta Beverage Co. and Eagle Rock Distributing will handle distribution in the Atlanta market. A.B. Beverage, LaGrange Grocery, Southern Eagle and Northeast Sales make...

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thumbnail courtesy of bizjournals.com

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