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
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
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
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