Scottsdale-based The Alkaline Water Company, the creator of Alkaline88TM, has entered into its first major agreement with a Direct Store Distributor (DSD). After eight years of growing the brand in the grocery channel and becoming the No. 1-selling bulk alkaline water in the country, management has chosen to enter into a long-term agreement with local distributor Hensley Beverage Company.
By joining forces with Hensley, one of the largest and most respected family-owned beverage distributors in the nation, The Alkaline Water Company expects broad based distribution of its beverage brands, Alkaline88® and A88 Infused™, across the state of Arizona. Its expansion through Hensley into convenience and other “up-and-down-the-street” retail outlets should eventually double the company’s sales in the state. Hensley will also be servicing The Alkaline Water Company’s grocery clients, and Arizonans can expect to see pallet and endcap displays at many of their local grocers.
As Alkaline88 is now available in more than 70,000 retail locations across the nation, the product has garnered recognition from consumers across the nation. With strong consumer acceptance in grocery, the timing could not have been better for taking this next step in expanding the company’s sales efforts through a partnership with Hensley.
With Cindy Hensley McCain as chairman, Hensley services all of Arizona with a customer base of more than 9,000 retail locations. Hensley Beverage Company is a multi-generational, family-owned, local Arizona beverage wholesaler that distributes a diverse and first-rate portfolio of beverages, including Anheuser-Bush InBev beers, top-selling local and regional craft beers, premium non-alcohol beverages, water, soda, tea, wine and spirits.
The partnership comes as a win-win for both companies. In addition to the projected double to triple sales increase from the distribution through Hensley Beverage Company, The Alkaline Water Company can expect such benefits from the partnership as a new penetration of its flavored waters, its single-serve offerings and its aluminum bottles throughout the State of Arizona and an increased presence of the brand overall in convenience stores.
For Hensley, the company is excited to work with the fastest-growing alkaline water company in the country. In most of Hensley’s new distribution partnerships, it is left picking up the pieces of a company that’s starting at the ground level. The Alkaline Water Company is already an established, well-known beverage brand.
Although there should be significant increased sales with the new distribution, The Alkaline Water Company sees no issues with keeping up with the increase in production. The company’s co-packer in Phoenix, Whitewater Bottling, is well prepared to keep up with the capacity as the increased sales roll in.
Ricky Wright is president and CEO of The Alkaline Water Company.
Photo courtesy of Alkalline88
