
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SATURDAY, January 14, 1995                   TAG: 9501160017
SECTION: BUSINESS                    PAGE: A4   EDITION: METRO 
SOURCE: CLAUDINE WILLIAMS STAFF WRITER
DATELINE:                                 LENGTH: Medium

QUIBELL ABOUT TO GROW

Quibell Corp., a Roanoke-based beverage company, plans new marketing efforts designed to expand its customer base, as well as distribution outside its regional base.

"The game plan is to take the strength that we have and move into the markets next door," said Quibell spokeswoman Debbie Custer. "We want to increase our distribution and public awareness."

Plans are under way to market Quibell bottled water, juices and sodas in Arkansas, Illinois, Indiana, Louisiana, Mississippi, New Jersey, Ohio, and Wisconsin, she said.

The company hopes to increase its sales by a million cases, Custer said. A case contains 12 to 24 bottles, depending on the size. Quibell's production plant in the Roanoke Centre for Industry and Technology is producing about 1.5 million cases per year.

Although Quibell does not plan any new hiring, Custer said, it will increase work shifts for existing employees.

The Quibell family has operated a spring in Sweet Springs, W.Va., since 1987. The company has expanded to include nonsparkling water, spring tea, premium sodas and juices.

Quibell competes with products such as Arizona Ice Tea, Quest and Mystic, Custer said. While those companies advertise nationally, Quibell will seek to penetrate smaller, regional markets.

But that doesn't mean it will begin advertising in glossy magazines, she said. Rather, Quibell will try more subtle promotions - sponsoring mountain bike teams, private labeling with restaurants and setting up in-store demonstrations at supermarkets. The company also will change the packaging on its sodas to make them more attractive to young adults, aged 17 to 28. The green bottles will be replaced with clear bottles bearing colorful labels, Custer said.

"Young adults ... buy the products," she said. "Hopefully, when they get older, they will continue to buy the product."

by CNB