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C o n ve n i e n c e Re ta i l e r S h o w D a i l y Th u r s d a y, O c to b e r 9 , 2 0 1 4 4 CREATING A TEA DESTINATION An interview with Ed Doyle, Director of National Accounts, Revolution Tea. CRSD: What do you mean when you refer to a Tea Destination? ED: A cornerstone of all Revolution Tea programs, both hot and cold, is the commitment to identifying a dedicated and distinct area for tea merchandis- ing. In the past, hot tea bags were sim- ply placed in condiment racks and iced tea was most often just a head on the post-mix. We do not believe that's the kind of experience that will make a store competitive with today's special- ty beverage shops. If we are not seri- ous about how we present the program to the consumer, it is not reasonable for us to expect them to think it is a high quality offer. CRSD: So then, how do you create this destination? ED: If you believe as we do that the bev- erage consumer "drinks with their eyes first," it is only logical that we must make a positive impression visually. This can be achieved with merchandising ele- ments including racks, permanent signage, equipment decaling and attractive packaging. These elements combine to create a complete tea experience. CRSD: Who are your targets for tea? ED: Revolution takes a simple approach: provide existing tea cus- tomers with better quality products which they will find appealing, thus never running the risk of alienating them and hopefully increasing their DELICIOUS AND INNOVATIVE ENERGEMS CHOCOLATE ENERGY BRINGING WOMEN INTO CONVENIENCE STORES NRG Innovations Vice President of Sales Joe Fairleigh has been getting calls from retailers. Convenience store owners see lots of customers from many walks of life, but Fairleigh has been getting the same type of call from many retailers. It seems that after years of trying all sorts of ways to bring more women into stores, with brighter lights, bigger windows, wider aisles and fresher food, NRG Innovations' namesake product, Energems, might just be doing the trick, as women are snapping up the product, and returning to convenience stores for more. "Convenience store owners are excited by our product," explained Fairleigh. "Women are coming into stores, and returning regularly to pick up Energems and get that boost of energy." Energems are bite-size gems that pack caffeine, B vitamins and a propri- etary energy blend into a delicious choco- late treat with only 15 calories per gem. Available in milk chocolate, mint chocolate and peanut butter chocolate fla- vors, and now avail- able in handy single- serve (3-gem) packs, Energems offer the most convenient, effective and delicious energy product on the market today. "With Energems, we're getting people with a more sophisticated palate [women], those that maybe pay a little more attention to what they're consum- ing," explained Fairleigh. Continued on Page 45 Continued on Page 45 OSER COMMUNICATIONS GROUP IS NOT AFFILIATED WITH, ENDORSED BY OR APPROVED BY THE NATIONAL ASSOCIATION OF CONVENIENCE STORES OR THE NACS SHOW TRADE SHOW. Lee M. Oser CEO and Editor-in-Chief Kim Forrester Paul Harris Associate Publishers Lorrie Baumann Editorial Director JoEllen Lowry Jeanie Catron Dave Bernard Associate Editors Yasmine Brown Vicky Glover Graphic Designers Ruth Haltiwanger Senior Customer Service Manager Lynn Hilton Roscoe Smith Account Executives Enrico Cecchi European Sales Convenience Retailer Show Daily is published by Oser Communications Group ©2014 All rights reserved. Executive and editorial offices at: 1877 N. Kolb Road, Tucson, AZ 85715 520.721.1300/Fax: 520.721.6300 www.oser.com European offices located at Lungarno Benvenuto Cellini, 11, 50125 Florence, Italy.