Genie Drinks, the award-winning wellbeing-led British drinks brand shaking up the soft drinks market, has reported a year of significant growth for the 12-month period ending December 2020.
Despite the unprecedented macroeconomic backdrop in 2020, Genie Drinks delivered an excellent performance in 2020, reflecting consumers’ increasing demand for healthier soft drinks options, greater customer awareness of the Genie Drinks brand and the quality and taste of Genie’s products.
The business reported a 234% increase in revenues, driven by very strong direct to consumer e-commerce growth of 955% as customers increasingly sought out healthier drink options to support their wellbeing and immunity during the COVID-19 pandemic.
The business also saw a positive customer reaction to its 'subscribe and save' options, sales of which grew by more than 400% highlighting the quality of Genie’s products as well as consumers’ growing affinity to direct to consumer and subscription-based retail.
Genie’s product proposition, including the inclusion of probiotics and vitamins and lack of added sugar, is market-leading. The quality of its offering was recognised during the period with two prestigious Great Taste Award wins.
This external recognition has been supported by the Group’s ongoing marketing investment to drive brand awareness, order volume and frequency which included the launch of a London-wide billboard campaign in May 2020.
Bill Read and Alex Webster, Co-Founders, commented, “2020 has been a breakthrough year for Genie Drinks despite the significant challenges facing the soft drinks market. The brand is now really resonating with increasingly health conscious consumers who want great tasting soft drinks without the unhealthy ingredients.
'We believe that with the growing brand awareness and our focus on wellbeing and transparency we are really well placed to capitalise on growing consumer interest in provenance, immune health and sustainability in the years ahead through both our direct-to-consumer model and wholesale partners.
'2021 will see us expand Genie’s product propositon and drive further growth predominantly across owned e-commerce channels and wholesale partnerships. We’re only just getting started!”