Australian naturally sugar-free drinks brand Nexba has expanded into 200 independent liquor retailers (ILR) around the country, as it meets demand for consumers looking for better-for-you choices in the mixer consumption category.
Nexba will now be available In Local Liquor, Liquor & Co, Liquor Boss and Supabarn stores nationwide, adding to its current retail partnerships in Coles, Woolworths, 7-Eleven and Amazon in Australia.
“We’re super excited to see our Wholesome Serves liquor strategy come to life through this partnership with ILR. We know that Australian’s are drinking less and when they do reach for a cheeky tipple, they’re more considered about the alcohol they consume, and crucially what they consume it with,” said Nexba co-founder and co-CEO Drew Bilbe.
The new agreement with IRL comes off the back of the Nexba’s initial entrance into the liquor space last year through its ‘100% Delicious Drinks’ partnership with alcohol giant Diageo. The campaign encouraged shoppers to mix their favourite spirits with naturally sugar free Kombucha & Tonic water to prove health doesn’t have to compromise taste.
Bilbe said the team has seen the “huge transformation” of the soft drink category over the past decade and was excited to see where the future takes us in the alcohol space.
“What’s undeniable is that consumers are increasingly looking to discover unique experiences and will continue to demand more from everything they consume when it comes to both health and flavour,” said Bilbe.
Earlier this month, a 22-year longitudinal study revealed Australians’ shift in preference to more low- and no-sugar beverages. Non-sugar drinks have outsold sugar-sweetened drinks since 2015, with 59 per cent of drinks in the fridge now being non-sugar and 41 per cent being sugar sweetened.
Carlton & United Breweries has also joined the low-sugar and low-calorie trend with the release of its first hard seltzer beverage in the Australian market, called Actual Vodka Seltzer.
Bilbe said: “Health and wellbeing considerations are not going anywhere – it’s much more than a trend, arguably it’s now a way of life for most of us. Being an innovation-focused brand, Nexba is well placed to capitalise on this new way of thinking in the liquor market.”
Nexba has had 100 per cent year-on-year growth for the past four years and has launched in the UK market in late 2018 through major retailers, Sainsburys and WHSmith.
