Red Devil to provide further spark to energy drink sector

Posted by Daniel Palmer on 17th October 2008

Red Devil, a premium energy drink amongst the top three in the energy category in the US and a number of European countries, is set to launch in Australia and New Zealand before the end of the year.

The first shipment will go on sale in the ACT and WA later this month and will add another competitor to the increasingly lucrative sector.

The Frucor-owned ‘V’ remains the market leader in Australia from Red Bull, with Coca-Cola Amatil finally starting to make inroads thanks to the relaunch of Mother, which has surpassed expectations. Coca-Cola yesterday reported that, since the re-launch a few months ago, the Mother brand has managed to take a 12.7% share of the energy drink sector in the grocery and convenience channels.

Red Devil, created in a lab in the Netherlands in 1995, has managed to lead the energy category in Russia as well as claiming second spot in the E.U. and UK, and has been making its mark in the US since its launch last year. Renowned for their provocative marketing strategy, the company often sponsors major racing events such as the World Rally Championship and uses the slogan “Taste of Energy” to promote the brand.