Forum Archive Index - June 2001

[" The Hudson family" <mikehudson@clear.net.nz>]

Hi from London which is currently having its hottest spell of weather for five
years - if there was a good time to be in thec drinks business it is now.

No sitings of V as yet. Red Bull (and to a lesser extent Red Devil) dominates
all the outlets I have visited including W H Smiths.  

Spookily today's business section of the Guardian had an almost full page 
article
about energy drinks. You may be able to find it online at www.guardian.co.uk.
I have not looked for it as I am using a very slow internet connection via a
mobile phone. 

The gist of the article was
The market for energy drinks is growing rapidly 

Red Bull and its ilk are predominently used in pubs and clubs as mixers

Red Bull dominates but is under attack from many other players

Brand is everthing

There is some doubt as to how long the fad might continue and many Britons are
put off Red Bull (and its competitors?)by the high caffeine content "Brands
tend to be very transient in the licensed trade and the endurung popularity
of Red Bull remains to be seen. Its one thing having a Red Bull and vodka at
night but another drinking a can of Red Bull at your desk in the morning. It
may say too much about your lifestyle" 

V is mentioned " Smaller brands V and dt have started to appear in Red Bull's
key selling locations of bars,off licenses and garage forecouts but not in large
volumes. So far retailers are sticking to a brand that they know makes them
monry"

Top 10 Energy Drinks (period not stated)


                       Sales m   % Growth
1. Red Bull             145.1       +86
2. Lucozade Energy       93.3       + 5
3. Lucozade Sport        34.3       +23
4. Lucozade Solstis       5.1       +86
5. Red Devil              3.8      +185
6. Lucozade Low Cal       2.8       -54
7.=Purdey's               2.1       -8
7.=Oasis Revitaliser      2.1       +8
9.Indigo                  1.5       -19
10. V                     1.3       na

The Lucozade products are sports drinks rather than energy drinks and so are
in a different market.

Doesn't look to good so far but we are heading West and then North in a couple
of days and I will continue the hunt

Cheers from a sweltering London 
Mike H         
 




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