Smiths News launches new partnership with the UK’s fastest growing energy drinks company Carabao

Posted 21 Thu Oct

The UK’s largest newspaper and magazine wholesaler, Smiths News, has teamed up with Carabao, the number 1 fruit flavoured energy drink within the smaller can format, in order to give Smiths News customers a brilliant offer on energy drinks to sell in their stores.

Carabao is a low-calorie energy drink, which comes in four sparkling fruity flavours, and is heavily advertised via Football’s Carabao Cup. The Smiths News – Carabao partnership, which officially launched this month (October), has been part of a successful trial for the past six months, which has taken place with retailers in the North East of England.

“We are very proud to announce this new partnership, which is something unique in our offering,” said Simon Gage, Commercial Director from Smiths News. “Working in conjunction with our sister brand, field marketing experts Instore, the partnership is designed to ensure that all our existing retail customers can access exclusive deals on Carabao energy drinks.

“We have made it simple and easy for customers to order Carabao stock – orders can be placed via our customer service app SNapp or our customer service team – and then the product will be delivered directly to them alongside their morning newspaper and magazine delivery.”

David Butcher, Managing Director of Carabao, said: “Independent retailers represent a vital route to market for Carabao energy drinks, our brand is the fastest growing Energy Drink in the UK and Smiths News offer an easy and accessible way for retailers to sell our brand and make a great margin on the UK’s No.1 Fruit flavoured Energy (small can format)”

Mike Frost from Instore said: “With the Carabao Cup (English Football League Cup) big guns shooting for Wembley glory this October, now is a great time to stock up and see your profits rocket. With cases available to order in Mixed Berry, Green Apple, Mandarin Orange and Original – and exclusive offers such as buy three cases and get one free – we would advise retailers to get in touch or order via SNapp now!”

Offer now live across Nottingham Group customers and serving the M1 corridor to the North East with a national launch from January 1st.



For more information, and for updates on exclusive deals, keep an eye on SNapp or contact customer services on

To find out more about Carabao, visit

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