The product was developed in conjunction with Beyond the Bean, a company that expressed how proud it was of the role it played in the launch and of winning of the award. The launch was considered innovative and highly profitable by the judges.

Supported by a whole new range of training material, which was created and distributed throughout the Esquires Coffee chain, sales were driven by a new impactful in-store campaign. From 1st July – 31st December the Iced Teas made up 2.75 per cent of all Esquires Coffee beverage sales and 19 per cent of all the company’s iced drink sales. An added bonus was that 2p of every drink sold was donated to One Water, Esquires Coffee’s nominated charity.

Peter Kirton, General Manager of Esquires Coffee UK, said: “A huge amount of thought and planning went into this campaign. A large part of the successful sales drive can be attributed to the POS material, which was excellent, but the sales could not have been achieved without a fantastic product, and for that we must thank Beyond the Bean.

“It’s also an absolute privilege to help support a worthy course. One Water puts 100 per cent of its profits into funding life-changing projects around the world, so we’re confident that our contribution can make a genuine difference.”

Published: 16 May 2014

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