Forum Archive Index - June 2001

["Colin Ross" <ceejaynz@xtra.co.nz>]

Brand image is everything, isn't it.
For instance, there are any number of Cola drinks, but only one Coke.
Coke have created their own monopoly position, sufficent to influence even
Buffet .
Ceejay


----- Original Message -----
From: The Hudson family <mikehudson@clear.net.nz>
To: <sharechat@sharechat.co.nz>
Sent: Wednesday, June 27, 2001 9:38 AM
Subject: [sharechat] The great V hunt


> 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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