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Beverage Partners Worldwide
Company typePrivate
Industryready-to-drink tea
Headquarters
Zurich
,
Switzerland
Websitewww.beveragepartnersworldwide.com/

Beverage Partners Worldwide (BPW) is a joint venture between The Coca-Cola Company and Nestlé with headquarters in Zurich, Switzerland to assist in the development and marketing of ready-to-drink tea with a focus on NESTEA®.[1] It is a joint venture within Eastern and Western Europe, Canada, Australia, Taiwan, Hong Kong and Macau.[2]

History

The company started life in 1991 as Coca-Cola Nestlé Refreshments Company S.A., created to develop the business of ready-to-drink coffee, chocolate and tea around the world.

In 2001, the company was renamed as Beverage Partners Worldwide (BPW) and in 2007 was restructured to focuses on developing and marketing ready-to-drink tea, in particular NESTEA®. In 2012, operations of the joint venture were concentrated within Eastern and Western Europe, Canada, Australia, Taiwan, Hong Kong and Macau.

The Coca-Cola Company and Nestlé S.A. remain equal partners in this joint venture.

BPW Markets

The BPW business covers 52 markets spanning Europe (including Russia), Canada, Australia, Hong Kong, Taiwan and Macau. In Europe, BPW is responsible for the Nestea business in Albania, Andorra, Armenia, Austria, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Kosovo, Latvia, Liechtenstein, Lithuania, Luxembourg, Macedonia, Malta, Moldova, Monaco, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Russia, San Marino, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Ukraine, United Kingdom and Vatican City.

Elsewhere in the world, Nestlé directly oversees the Nestea business.


BPW and its bottling partners

BPW works in collaboration with Coca-Cola bottling partners, who produce, package, distribute and merchandise NESTEA across its markets. Its major bottling partners are Coca-Cola Hellenic Bottling Company (CCHBC), Coca-Cola Iberian Partners, Coca-Cola Refreshments Canada (CCR), Coca-Cola Erfrischungsgetränke AG (CCEAG), Coca-Cola Enterprises (CCE), Coca-Cola Amatil (Aust) Pty Ltd, Swire Coca-Cola Taiwan and Swire Beverages Limited (Hong Kong).

NESTEA products

Nestea ready-to-drink tea is available in more than 25 flavours over a range of black, green, white and milk teas, including Nestea Lemon, Nestea Peach, Green Tea Citrus and Green Tea Strawberry Aloe Vera. In addition to regular and sugar-free Nestea, new variants have recently been launched, naturally sweetened with stevia extract. These recipes contain 20 calories per 100 ML of product.

Nestea Packaging and Channels

Nestea is available in a wide range of package formats, including cans and PET bottles ranging from 250 ML to 2 litres. It is sold in supermarkets, hypermarkets, kiosks, vending machines and convenience stores. Glass bottles are usually available in cafes, hotels and restaurants while cinemas, leisure parks and food service outlets often offer fountains solutions.

Ready-to-drink tea

Ready to drink (RTD) tea is one of the fastest growing beverage categories globally, and is expanding twice as fast as other categories. Globally, RTD tea continues to outpace other non-alcoholic beverages, increasing volume share from 4.5% in 2006 to 5.8% in 2011 and value share from 7.3% in 2006 to 8.8% in 2011. Communications BPW collaborates closely with its partners in each of its markets to create a relevant connection to consumers and customers. In 2011 BPW launched a campaign encouraging consumers to embrace new ideas and challenges and to "Start Something Different"™ with NESTEA. To reach a global audience, the brand used a range of social and interactive elements, in addition to a number of TV commercials, including Jungle Man , Giant and Perfect Day.[3] The campaign won two awards: a Webby Honoree Award[4] and a MITX Interactive Award Cite error: A <ref> tag is missing the closing </ref> (see the help page)., a global crowdsourcing community of over 45,000 filmmakers. The contest asked filmmakers to create a film demonstrating how, with Nestea, a different choice could lead to a surprisingly great adventure. Hundreds of participants from around the world took part in the NESTEA Challenge, and the winning entry was Male Cheerleader , with runners up of Winter cheers with Nestea, Hippie Man, Bigfoot and Kung Fu.

In Canada, the company runs an Apprentice-inspired national marketing contest called NESTEA The Recruit®, offering students the opportunity to win a full year's tuition and a paid summer internship at Coca-Cola Ltd. BPW and its bottling partners also distribute over 8 million samples of NESTEA each year in Europe.

In 2012 the launch of Nestea with stevia in Hungary was awarded the Prizma 'Best Product Launch of the Year' award, while in Greece, Nestea with stevia was chosen as the most innovative product in the ready-to-drink tea category in a survey of 3,000 consumers . The survey was conducted by research company TNS ICAP.

NESTEA® is a registered trademark of Société des Produits Nestlé S.A. licensed to Beverage Partners Worldwide (Europe) A.G.

Further reading

References

  1. ^ Nestea Official Site
  2. ^ Coca-Cola Co and Nesltle Scale Back Joint Venture Just-Drinks.com, retrieved 6 Jan 2012
  3. ^ NESTEA Showcase
  4. ^ WebbyAwards Official site
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