Bay of Plenty Times
  • Bay of Plenty Times home
  • Latest news
  • Business
  • Opinion
  • Lifestyle
  • Property
  • Sport
  • Video
  • Death notices
  • Classifieds

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • On The Up
  • Business
  • Opinion
  • Lifestyle
  • Property
    • All Property
    • Residential property listings
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
  • Sport

Locations

  • Coromandel & Hauraki
  • Katikati
  • Tauranga
  • Mount Maunganui
  • Pāpāmoa
  • Te Puke
  • Whakatāne
  • Rotorua

Media

  • Video
  • Photo galleries
  • Today's Paper - E-Editions
  • Photo sales
  • Classifieds

Weather

  • Thames
  • Tauranga
  • Whakatāne
  • Rotorua

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Bay of Plenty Times

Drinking to success of R-Line

By David Porter
Bay of Plenty Times·
26 Mar, 2014 05:00 PM3 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

ITU World Cup New Plymouth winner Mario Mola (left), Phill Dromgool and second-placed Javier Gomez, the current world champion.

ITU World Cup New Plymouth winner Mario Mola (left), Phill Dromgool and second-placed Javier Gomez, the current world champion.

R-LINE Electrolyte Drink's marketing focus on events struck gold last weekend when the Mount Maunganui-based company was invited to be exclusive drinks sponsor for the New Plymouth ITU World Cup.

This sprint distance triathlon attracted a top field of athletes, including Spaniards Mario Mola, Sunday's winner, and Javier Gomez, the current world champion, said R-Line's founder Phill Dromgool.

"It's our endurance event sponsorship campaign that is setting us out from the competition now," he said.

"In the early days, we focused on commercial teams and have sold to over 20 of New Zealand's top tier teams in the ITM Cup, Heartland Championship, ANZ Championship, ASB Premiership and NBL basketball league. We have now managed to penetrate the crowded sports nutrition market and are growing steadily at 200 per cent annual sales growth, with new retailers coming on board weekly."

Mr Dromgool set up the company three years ago after coming up with a new electrolyte formulation and range of flavours. A key point of difference from his competition in the supplements market, was that the R-Line product is a syrup concentrate, not a powder. In R-Line's most recent financial year, the company sold 14,300 bottles of product, mostly through specialty sports and cycleships nationwide.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

"It was hard in the early days to get into events," said Mr Dromgool.

But many of his competitors had pulled out of event sponsorship because of cost reasons, he said, noting that events worked best for new brands.

"Last year we did maybe 30 events and had to fight for them," he said. "This year we're doing 150-plus."

Advertisement
Advertise with NZME.

Mr Dromgool has a background in technology, production, engineering and lean manufacturing. The syrup is made to his recipe by an Auckland contract manufacturer and he employs teams of students nationwide for weekend events coverage using a system that allows them to get set up very easily.

"The events completely drive sales," he said.

R-Line's first retail outlet was Cycle Obsession in Mount Maunganui, which remains the biggest seller of the product.

"It's easily the most popular supplement we sell," said Cycle Obsession's manager Kris Snow, who attributed the R-Line's success to the flavours, as well as competitive pricing.

"We never had any success before selling a liquid electrolyte, it's always been powders.

"This is the first time a company's managed to launch a liquid electrolyte for us and we've been able to get repeated sales on it."

Mr Snow said he believed that much of the company's success stemmed from Mr Dromgool focusing 100 per cent on marketing and distributing one product. "It's amazing, he seems to have R-Line as the go-to product at a lot of events."

Save

    Share this article

Latest from Bay of Plenty Times

Sport

'My moment': NZ-born boxer becomes first Māori to be crowned undisputed world champ

12 Jul 03:58 AM
Bay of Plenty Times

Puchner makes history with silver at U23 canoe slalom world titles

12 Jul 03:37 AM
Bay of Plenty Times

One taken to Tauranga Hospital after SH29 crash

12 Jul 02:27 AM

From early mornings to easy living

sponsored
Advertisement
Advertise with NZME.

Latest from Bay of Plenty Times

'My moment': NZ-born boxer becomes first Māori to be crowned undisputed world champ

'My moment': NZ-born boxer becomes first Māori to be crowned undisputed world champ

12 Jul 03:58 AM

In her debut at Madison Square Garden, the 30-year-old produced a 'total beatdown'.

Puchner makes history with silver at U23 canoe slalom world titles

Puchner makes history with silver at U23 canoe slalom world titles

12 Jul 03:37 AM
One taken to Tauranga Hospital after SH29 crash

One taken to Tauranga Hospital after SH29 crash

12 Jul 02:27 AM
Landslide sparks evacuations, roads closed, homes flooded after storm

Landslide sparks evacuations, roads closed, homes flooded after storm

12 Jul 12:43 AM
Solar bat monitors uncover secrets of Auckland’s night sky
sponsored

Solar bat monitors uncover secrets of Auckland’s night sky

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • Bay of Plenty Times e-edition
  • Manage your print subscription
  • Manage your digital subscription
  • Subscribe to Herald Premium
  • Subscribe to the Bay of Plenty Times
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • Bay of Plenty Times
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP