Although the first official day of summer isn’t until June 21, 7-Eleven is kicking off the Slurpee season when most people arguably go into summertime mode— Memorial Day weekend.

The convenience retailer’s #Awesummer Summer Slurpee Days officially begins Memorial Day weekend—with a 49-cent medium-size Slurpee drink deal that is available at participating 7-Eleven stores Friday through Monday, May 24-27, during which any medium Slurpee drink will be just 49 cents.

Actress Ashley Benson of ABC’s hit TV show “Pretty Little Liars” and surprise indie box office hit “Spring Breakers,” appeared at a Los Angeles 7-Eleven store to take the ceremonial first summer Slurpee sip.

After that inaugural slurp, Benson set her cup down on a machine that precipitated a chain reaction ultimately raising a colorful banner officially opening the 2013 Slurpee Season.

The Slurpee flavor Benson chose for her inaugural sip? The new Slurpee Lite Sugar Free Sprite flavor was her pick. “I love Slurpees,” said Benson. “Slurpee Lite is so delicious and since it has fewer calories I can drink them more often. All summer long!”

Sweetened with Splenda (sucralose), an eight-fluid ounce serving of the Slurpee Lite Sprite drink contains only 20 calories and is caffeine-free. Introduced this month, the new low-calorie flavor is accompanied on the Slurpee machine by the new, refreshing—Fanta Oddball Orange flavor, oddball because of its kumquat flavor twist. All the featured summer flavors were created by The Coca-Cola Co. in coordination with its brands, Sprite and Fanta

Regular Slurpee Fanta Wild Cherry flavor has 70 calories per eight fluid ounces  (240ml), while Slurpee Lite Sugar Free Sprite flavor has 20 calories and eight grams of carbohydrates per eight fluid ounces (240ml).

“This is the first time 7-Eleven has celebrated Memorial Day weekend with a special offer on Slurpee all weekend long,” said Laura Gordon, 7-Eleven vice president of brand innovation. “Memorial Day weekend is four days long at 7-Eleven and four days of flavors. So whether it’s trying our three new awesome summer, or ‘#Awesummer,’ flavors or grabbing an long-time favorite like Coca-Cola or Fanta Wild Cherry, everyone can celebrate summer’s first holiday with a 49-cent medium Slurpee drink.”

Those who haven’t downloaded 7-Eleven’s smartphone app (available via the App Store or Google Play) might want to do so to take advantage of #Awesummer mobile coupons for free and on value offers, treats and eats all summer long. Each week through Labor Day, exclusive coupons for goodies, like free Slurpee drinks and free Snickers Ice Cream Bars as well as other special offers, will appear on the 7-Eleven app.  The free products are available at participating stores, while supplies last.

To receive a link to download the 7-Eleven app, users with iPhone (iOS— and Android-powered phones can text APP to 711711. 7-Eleven fans can also receive twice-a-month text notifications of special offers by texting DEALS to 711711.

“We expect to offer more than 30 coupons for free merchandise plus lots of additional value offers on our most popular products,” Gordon said. “The app is free, so the return on investment is, shall we say, ‘#Awesummer.’”

Like last year, the retailer has chosen again to unveil all its summer Slurpee flavors in one fell swoop. Slurpee fans can mark their calendars so they can be first in line when each featured flavor hits 7-Eleven stores. In addition to popular everyday flavors, the Slurpee summer flavor line-up includes:

    May 18 – June 23:     Slurpee Lite Sugar Free Sprite flavor

                                            Slurpee Fanta Oddball Orange flavor

    June 24 – Sept. 3:      Slurpee Lite Sugar Free Fanta Mango Lemonade flavor

                                            Slurpee Fanta Strawberry Lemonshade flavor

Later this summer, 7-Eleven will reveal plans to celebrate 7-Eleven Day and the company’s 86th birthday.

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Largemouth Communications, a full-service public relations firm based in Raleigh-Durham, earned “Best in Show” for the second year in a row—this year for its creativity and meaningful client results around the Kangaroo Express Roo Cup campaign.

The North Carolina Chapter of The Public Relations Society of America (NCPRSA) presented the award to Largemouth Communications at the InSpire Awards banquet. The event was held May 1 at the Morehead Planetarium and Science Center in Chapel Hill with ABC 11 Eyewitness News I-Team reporter, Tamara Gibbs, as the emcee.

The NCPRSA InSpire Awards honor communications programs that have achieved great success and inspired others across the state of North Carolina. The Silver InSpire Awards recognize communication campaigns, while Bronze awards honor tactics. The Roo Cup Summer campaign received a Silver Award of Excellence and “Best in Category” recognition in the Marketing:  Business Products and Services category. Kangaroo Express’ Salute Our Troops campaign was also recognized with an Award of Excellence in the Community Relations: Business Products and Services category.

As the top-scoring campaign in the division, the Roo Cup Summer campaign was also named “Best in Show” for 2013. This is the second consecutive year that Largemouth Communications has taken home the top prize, with the 2011 Salute Our Troops campaign receiving Best in Show recognition at the 2012 Silver Inspire Awards. 

“Receiving this high honor two years in a row validates the strategic insight and diligent work by the team at Largemouth Communications, and the commitment to a high standard of excellence that we provide to all of our clients,” said Brandon Bryce, president and CEO of Largemouth Communications. “I am immensely proud of the Largemouth team for delivering consistently strong campaigns that help clients such as Kangaroo Express achieve their business goals.”

When the Roo Cup—a $6.99 refillable cup that unlocks 25 cent fountain and frozen drink refills all summer long – was first launched in 2011 to Kangaroo Express’ 1,570 convenience stores, the company aimed to build loyalty among its already strong customer base. When the 250,000 cup inventory, expected to last all 100 days of summer, sold in just four weeks to a passionate army of teenagers, the convenience-retailer listened to this new set of customers. The 2012 Roo Cup campaign built even more loyalty among the target audience that was engaged with the brand like never before.

To promote the Roo Cup among the young and mobile generation, Kangaroo Express and Largemouth Communications crafted a program that would harness the already viral nature of the Roo Cup through social media and word of mouth campaigns, driving traffic and sales in the stores. Through public relations efforts, Kangaroo Express stores sold more than 454,000 Roo Cups, 80% more than in 2011, and the campaign received more than 335.6 million media impressions.

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The Indiana Petroleum Marketers and Convenience Store Association (IPCA) and three of its member companies have filed a lawsuit against the State of Indiana for the right to sell cold beer.

The suit was filed this week in the U.S. Federal District Court.  The IPCA and member plaintiffs claim that the current law, which forces them to sell beer warm while allowing competitors, namely liquor stores, in the carryout market are allowed to sell beer cold is a violation of the Indiana and U.S. Constitutions. Under current law, convenience, grocery and pharmacy stores are only allowed to sell beer warm.

IPCA and three of its members—Ricker’s, Thorntons and Freedom Express—claim this Indiana law violates the equal protection clause of the U.S. Constitution by restricting convenience, grocery and pharmacy stores to selling beer only at room temperature. In the complaint, the plaintiffs charge that Indiana statutes and regulations have evolved into an irrational and discriminatory regulatory regime that favors one class of retailer over another.

“This lawsuit is about fairness, convenience, and promoting competition for the sale of cold beer in a rational and responsible way so that my members can serve their customers,” said IPCA Executive Director Scot Imus. “We are confident that the court will agree with us that it is not the job of government to pick winners and losers in the marketplace.”

Indiana is the only state in the country that regulates beer sales based on temperature.  The current law doesn’t apply to wine products, thus allowing convenience stores to sell these products cold. On average wine products, including wine coolers, contain higher levels of alcohol compared to beer.

Managing Member of Freedom Express Gregory Cobb, who owns three convenience stores in Kosciusko and Marshall Counties, explained that the current law is confusing to his customers who may purchase cold wine but not beer, even though wine products contain approximately double the amount of alcohol.

“Some common sense needs to be applied to Indiana’s alcohol laws, so that Hoosier business owners like myself may provide products, including beer, without ridiculous temperature restrictions to their customers,” said Cobb.

Indiana Excise Police compliance figures show that package liquor stores were 138% more likely to violate Indiana liquor laws between 2007 and 2012 than convenience, grocery and pharmacy stores. Similarly, restaurants and bars, who may also sell refrigerated beer—were 1,376% more likely to violate Indiana liquor law over the same period of time.

“There is no logic with the current law that gives one class of retailer an exclusive right to sell cold beer,” said Imus. “Indiana’s alcohol laws have not always favored one retailer over another and in fact, it was just in the last 50 years that liquor stores were granted the privilege of selling cold beer.”

A look at the history of beer sales in Indiana shows a constantly changing regulatory environment. Coming out of Prohibition, only confectionary stores were allowed to sell cold beer. That practice ended when the General Assembly passed a law prohibiting such sales in 1941. Liquor stores could not sell beer—warm or cold—until 1953, and then, like other retailers, they were forced to sell it warm. A 1963 decision by the unelected three-member Indiana Alcoholic Beverage Commission granted liquor stores in metropolitan areas the right to sell cold beer. These changes were eventually codified into statute in 1979.

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The Coca-Cola Co. has announced four global business commitments to further contribute to healthier, happier, and more active communities. 

These commitments, which apply to the more than 200 countries where the soft drink giant does business, are to: 

• Offer low- or no- calorie beverage options in every market;

• Provide transparent nutrition information, featuring calories on the front of all of packages;

• Help get people moving by supporting physical activity programs in every country where it does business;

• Market responsibly, including no advertising to children under 12 anywhere in the world.

“Obesity is today’s most challenging health issue, affecting nearly every family and community across the globe.  It is a global societal problem which will take all of us working together and doing our part,” said Muhtar Kent, chairman and CEO of The Coca-Cola Co.  “We are committed to being part of the solution, working closely with partners from business, government and civil society.  Today’s announcement is another step forward on our journey, as we take action with scale and reach across every country and continent where we operate.”

Kent made the global announcement in commemoration of the 127th anniversary of Coca-Cola.

Already, The Coca-Cola Co. has taken a number of important steps, including product and packaging innovations including smaller portion sizes with its expansion of mini-cans in the U.S., Australia, Canada, Korea and Thailand.  The Coca-Cola system currently supports hundreds of active, healthy living programs in more than 115 countries reaching millions of people, and is putting calories on the front of nearly all our beverages worldwide.

The company also has committed to publicly and actively measure the scale and reach of its efforts on www.comingtogether.com. The digital platform provides further details about the company’s global commitments and invites people to learn more about what the company is doing, track its progress, post feedback and exchange ideas on how we can collectively promote choice, energy balance and movement.

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Since 2010, Budweiser has raised more than $5 million for the Folds of Honor Foundation and provided more than 1,000 educational scholarships to the families of soldiers killed or disabled in service.

In 2013, for every case of Budweiser sold from May 5 to July 4, the brand will make a donation up to $1 million to the Folds of Honor Foundation. To kick off the program, the Anheuser-Busch Foundation is donating an additional $500,000, with a total of $1.5 million possible for Folds of Honor. 

“The Folds of Honor Foundation gives back, through scholarships and other assistance, to the families of soldiers wounded or fallen while serving their country,” said Lori Shambro, director of Budweiser. “This is why Budweiser has supported this great organization for the last several years and why, once again, buying Budweiser will benefit military families through the Fourth of July holiday.”

Each Budweiser (including draught) sold between May 5 and July 4 will trigger a donation, including some new items now hitting store shelves. These new items include:

·         Budweiser’s limited-edition red, white and blue packaging. This year’s patriotic packaging will start appearing in stores later this month and will be available in 12-ounce bottles and a variety of can sizes (12, 16 and 24 ounce). The patriotic theme continues on secondary packaging for all of the top-selling configurations, including six-packs, 12-packs, 24-packs and other popular sizes.

·         A unique bowtie-shaped can (available in a new, not-previously-offered eight pack) that will be available on May 6.

“No matter what the package color, shape or size: America’s beer supports America’s heroes because from May to July, buying Budweiser benefits military families,” Shambro said.  “Our partnership with Folds of Honor is helping to make a difference in the lives of families whose loved ones have made the ultimate sacrifice to protect the freedoms we all hold so dear.”

This is one component in a series of activations Budweiser has in store for its 2013 “red, white and blue summer” initiative.  As part of this program, the Budweiser Clydesdales will visit military bases across the United States during a series of barbecues to celebrate the men and women in the U.S. armed forces. Additional activations will be announced at a later date.

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For More Information From Insight Beverages

Contact: Sabrina Payton, spayton@insightbeverages.com

www.InsightBeverages.com  

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Kangaroo Express, operated by The Pantry Inc., announced its RooCup, a collectible cup refillable with any fountain and frozen beverage for only 25 cents, is now available in stores.

The RooCup has captured the hearts of thirsty guests and will return to Kangaroo Express convenience stores for its third thirst-quenching summer season.

The 2013 RooCup retails for just $6.99, plus tax, and can be refilled for 25 cents through Labor Day at any of the more than 1,570 Kangaroo Express locations throughout the Southeast.

For the first time ever, Kangaroo Express brings fans the all-new RooCup “Customization Station,” giving RooCup fanatics a one-stop-shop for accessing unlimited RooCup refills and expressing their inner Roo ‘Spirit.’ Fans can take advantage of fun customization options including decals, Sharpie Mini markers, colored straws and more.

“The RooCup frenzy is already filling our stores with fans anxious to start their RooCup summers and make memories with friends and family over 25-cent drink refills,” said Joe Venezia, senior vice president of operations, Kangaroo Express. “Just as every fan’s RooCup summer will be unique, fans can now decorate and personalize their RooCup to match their unique personalities. With customization options, a new mobile app and special deals, there are even more ways to ‘Get Right at the Roo’ and keep the thirst-quenching RooCup refills flowing all summer long.”

In addition to customizing their RooCups, fans are also encouraged to share their unique RooCup designs and summer RooCup experiences on Twitter and Instagram by using the hashtag #RooCup. Those who do will have the chance to be featured on www.RooCup.com and the Kangaroo Express Facebook page as the “#RooCup of the Week.”

Kangaroo Express is providing guests with even more ways to save this summer with its “Passport to Savings” deals, available on the new Kangaroo Express mobile app. The passport unlocks $30 worth of deals and digital coupons, such as a RooCup refill and a featured weekly snack item for just $1, redeemable at any Kangaroo Express store by showing your mobile device.

Fans can also join the Roo Club again this year by texting “ROOCUP” to “THEROO” (“843766”) to receive text messaging deals, such as free refill days. Additional in-store deals on candy, snacks and more will keep the savings flowing all summer long.

Don’t miss out on the RooCup craze this summer—supplies are limited and RooCups are expected to go quickly!

The Pantry has 1,571 stores in 13 states under select banners, including its primary operating banner Kangaroo Express.

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C-store retailers can gain points with Millennials and Boomers alike by appealing to a growing love of wine that includes a trend toward flavorization.

A breakout session on the wine category, presented by E&J Gallo Winery, at the NACS State of the Industry (SOI) Summit last month noted that new trends are positioning wine as a prime opportunity for c-stores.

E& J Gallo Winery’s Managing Director Brian Crouser, Director for Center of Excellence John Sokel and National Director of the Convenience Channel George Ubing spoke with retailers during a breakfast breakout session on Thursday, April 11, and made a compelling case for the revenue opportunity within the convenience store channel, if it were to capture its fair share of the growing wine category.

Once a formal occasion beverage, wine has shifted to a more casual beverage that is quickly becoming an everyday part of the consumers’ day on any occasion—something to drink while unwinding in front of the TV. Today, wine is everywhere, from Starbucks to Trader Joes where a bevy of flavors and many varieties abound. The U.S. is now the No. 1 country in total wine consumption.

Boomers are already major wine category consumers with evolving tastes, but Millennials are embracing wine as well and are also driving the category’s growth, helping the beverage become mainstream. “The Millennial generation offers the wine industry the kind of growth potential not seen in 30 years.” 

Why wine at c-stores?

Some 38% of convenience store customers are currently wine drinkers and are buying their wine somewhere—just not in your store. Convenience stores have only a 2% buyer conversion on wine (verses a 24% conversion on beer)—this translates into a prime opportunity.

Today’s consumer is time starved and seeking simplicity. Time pressed and on-the-go, shoppers are often overwhelmed by the vast wine selection at supermarkets, especially if they’re in a hurry, and would benefit from the quick trip c-stores offer—if they knew you carried wine. As the industry struggles amid declining cigarette, commodity beer sales and gas margins, wine can prove a needed boost to c-stores’ bottom line. With health on the minds of consumers everywhere, wine also offers a heart-healthy image, as well as an image of moderation that differs from that of beer and spirits. With c-stores already a go-to location for beer, wine is a natural next step as 46% of first time wine buyers previously purchased beer. What’s more, wine shoppers spend an average of four times as much time in the store compared to other key category shoppers. Lastly, your competitors are already there—Walgreens, for example, is drawing wine customers away from grocery at rapid pace.

Driving Wine Sales

While your c-store might already carry wine, if you want to capture wine customers, positioning your store as a destination for wine is vital. The good news is this is something you can do even with a small selection by capitalizing on flavorization and shopper occasions.  Wine, E&J Gallo pointed out, is an occasion-based business.

Flavorization is a huge trend across all alcohol segments. Flavored vodkas have taken off and flavored whiskies are now infiltrating the market. Wine is also capturing new consumers with new sweeter varietal types like Moscatos,  red  and white blends instead of just the usual Merlot and Chardonnay.

Millennials, especially, are all about “what’s new” and willing to experiment and embrace the exploding flavor trend. They’re not White Zinfandel drinkers like their parents.  In fact, new items accounted for 69% of wine dollar growth in 2012. Keeping your selection current and interesting will help drive sales.

When customers search for wine, they’re shopping for occasions. A $5 popular wine may be perfect for themselves, but if they’re having friends over they might need a $10 premium offering, or if they’re heading to a dinner party they might want a $15 super premium variety.

Unfortunately, c-stores that do offer wine, often tend to cater to the value market—something that could be limiting their sales. Even if c-stores have limited shelf space for wine, they can maximize sales by offering a $5, $10 and $15 offering in key varietal types of red and white wines, so customers can meet any of these wine needs and keep your store top of mind when needing to purchase a bottle for any event. Think of it as a “good, better, best” selection.

Once you improve your selection, it’s vital to market your wine selection and drive awareness. Some 55% of c-store shoppers were unaware of the presence of wine at the c-store, according to a SmartRevenue study. Encourage your employees to mention the wine selection or wear buttons noting the wine offering. Signage in the store or at the pump can also increase awareness, as can an endcap with a “what’s new” wine selection to drive category excitement. It’s also key to offer well-known brands, as 90% of wine buyers across all outlets have previously purchased that brand of wine. This also means that pricing is key, as customers today know the prices of the brands they buy. C-stores have done a superior job pricing the beer category, and would be wise to use the same strategies when it comes to wine.

Becoming A Wine Destination

The best news about marketing your wine category is you can start with where you are today.

To have a good wine section, make your goal simply growing customer awareness about your selection.

To have a better wine selection devote more space for warm and cold varieties, increase your selections around occasions and market it to your customers, perhaps including a display to announce new wine options.

To be the best, consider positioning your c-store as the neighborhood wine store, with an increased selection in a variety of price ranges, with upscale fixtures and increased signage around your selection.

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7-Eleven Inc. gave away a free bottles of MiO Energy Black Cherry Liquid Water Enhancer last week, a fitting promotion for the largest retailer of single-serve bottled water.

The free 1.08-ounce full-sized bottle of MiO Energy Black Cherry (regularly priced at $3.99) was available at participating 7-Eleven stores from midnight to 11:59 p.m. Tuesday, April 23, with no purchase required to customers 18 and older.

“Our customers love coupons and freebies, and they are giving us lots of great feedback and suggestions on our offers,” said Nancy Smith, 7-Eleven vice president of marketing. “We’re always looking to deliver on our guests’ wants and have partnered with MiO for this free offer as a result. People should check back often, both in-store and on the 7-Eleven app because you never know when one of these special offers might pop up.”

MiO Energy Black Cherry is a liquid water enhancer that contains 60mg. of caffeine per serving. The recommended serving size is one squeeze (about half a teaspoon) of MiO Energy Black Cherry into eight ounces of water or two squeezes for a 16-ounce bottle of water. Each eight-ounce serving of MiO-enhanced water contains caffeine equivalent to a six-ounce cup of regular coffee.

In 2008, water surpassed soft drinks as the number-one beverage of choice in the U.S., according to Beverage Digest—an average of 44 gallons of soda compared to 58 gallons of water a year. While the water total includes bottled, tap, sparkling and enhanced waters, some beverage industry analysts think bottled water alone could overtake soft drinks soon. Bottled water has experienced year-over-year sales increases for more than 20 years.

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