Bottlegreen Drinks
Agency: Ziggurat BrandsClient: The Bottlegreen Drinks CoCategory: Branded Drink
Executive summary
In 2007, Piper Private Equity backed the Bottlegreen Management team in an MBO and set out to build a brand capable of ongoing profitable growth. They planned to exit in five years.
Research indicated that brand awareness and penetration was low, while repeat purchase was high so the product was good. The brand sold well in Waitrose. Just Waitrose. Therein lay the problem; Bottlegreen had mutated into a Waitrose own label look-alike and unsurprisingly, outside that environment it fared less well.
The...