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.


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