THIS WEEK: Energetic UK debuts for drinks

Two new energy drink launches, including one of the leading Austrian brands, are about to roll out in the UK, signalling an expected boost in the sector.

Two new energy drink launches, including one of the leading Austrian

brands, are about to roll out in the UK, signalling an expected boost in

the sector.



Power Horse, one of the top five brands in Austria, will launch in the

UK by mid-July through a UK firm of the same name.



The UK package is still being finalised, but will include sponsorship,

PR through SPA Partnership and an advertising campaign which has yet to

be finalised.



The drink, which will be sold in 250ml cans, will be sold as a

functional drink to boost energy. It contains B vitamins, caffeine and

the amino acid Taurine.



The UK launch coincides with the arrival of another energy drink, Red

Devil, which will be sold by Richmond Distillers, the makers of Black

Death Vodka.



Red Devil is sold in the Benelux countries and Russia, where it leads

the market. Richmond Distillers intends to roll out the drink to

supermarkets, clubs and pubs.



The launches will be positioned against drinks such as Red Bull and

Virgin Energy. The UK is still a niche market for energy drinks but

analysts expect it to grow to the scale of central Europe where 80

brands compete.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message