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... ...Read more »
Cadbury has announced a review of their beverage operations here in Australia, upon reporting strong first half growth in 2008. The news has sparked speculation that a sale of their Australian beverage business could be in the offing. Following the demerger of Cadbury Schweppes in the US, Australia is the only remaining country where Cadbury has a combined beverage and confectionery business. As such, it has been anticipated that they would strongly consider separating the two sectors of their Australian... ...Read more »
The five year association between Schweppes and Red Bull GmbH is about to come to an end. In July 2003 Red Bull Australia and Schweppes formed a distribution alliance, with Schweppes to assist with sales, distribution and merchandising of the popular energy drink. In most countries Red Bull takes sole responsibility for distribution, but the association with Schweppes was made due to the strength of their network in Australia and the resulting ability to increase sales of the product. The... ...Read more »
France has ended a twelve year ban on the sale of the Red Bull energy drink in its original formula. Until now, the Austrian company was required to sell the drink in France without Taurine, one of the key ingredients. The EU forced the French Government’s hand, claiming that, in the absence of any conclusive evidence that the drink is harmful, it should be allowed to be sold. Any product made or sold in the EU cannot be banned unless there is reputable evidence of a health risk. The French... ...Read more »
The energy drink market has become increasingly competitive, as beverage companies seek to capitalise on the desire for consumers to find an energy boost during their day. The global energy drink industry, which has been one of the top performing beverage sectors over the past decade, is still dominated by Red Bull despite several attempts by beverage giants PepsiCo and Coca-Cola to take a chunk out of their market share. In Australia and New Zealand ‘V’, owned by Frucor Beverages,... ...Read more »
The energy drink market has been growing considerably over the past five years with the success of Red Bull symbolic of the potential of the sector. However, as more competitors enter, the need for product differentiation will continue to increase but the ability to provide an option which varies noticeably from the competition appears limited. Dr Pepper Snapple Group (DPS) has now introduced Venom, a new energy drink into the ever expanding marketplace. DPS, the North American beverage company,... ...Read more »
Red Bull, the world’s leading energy drink manufacturer, has recently launched a new cola drink into the market dominated by Pepsi and Coca-Cola. The drink is 100% natural (unlike Pepsi and Coca-Cola) and consists of kola nut and coca leaf. The drink will be named ‘Red Bull Simply Cola’ with the slogan ’strong and natural’ the focus of their promotional campaigns. The drink has now been made available in six European countries and Las Vegas in the US but sales... ...Read more »