Energy Drinks Market - 1259 Words

Energy Drinks - Red Bull What are energy drinks? Cola and coffee drinks have long been promoted and known as energy drinks - meant to give you a little pick me up, mostly in the form of caffeine and sugar. Jolt Cola in the 80s was one of the early entries in the energy drink market, with double the caffeine of normal colas, it was marketed towards teens and college students as a way to get an energy edge and keep you awake and energized. Their slogan, in fact, was twice the caffeine. Jolt has in fact recently been reincarnated given the success of other energy drinks. What are the most popular energy drinks? Red Bull, created by an Austrian company, really defined the category, and was launched in Europe in the late 1980s. Their†¦show more content†¦It is actually 70% real fruit juice (and 100% energy as they claim!). They were the first to use the 16oz larger size, and this has caught on and become the standard. Only Red Bull continues to market the smaller cans, which is part of their image. While the UK is certainly not the only market in Europe where energy and sports drinks are big business - nor indeed is it the large Bars and clubs remain important outlets for energy drinks across Europe - Many people will try an energy drink brand for the first time in a bar, with or without alcohol - there is a growing trend towards everyday consumption as a source of energy. This in itself throws up other challenges - not least how the brands, and the stores that sell them, distinguish themselves from each other. This has led to a range of new products, which differentiate themselves from Red Bull through packaging, or colour, or taste, or through what they contain, said Hall. Consumers are increasingly knowledgeable, and they understand more and more about the ingredients in these drinks, so if the science is good, it can be a real selling point. Sports drinks are perhaps a case in point. They are generally linked with energy drinks, and indeed have a number of similarities in terms of functionality and target audience. Yet they are generally consumed in different situations - they are unlikely to be consumed in a bar, for example - and have different effects on the body. I think it s true toShow MoreRelatedThe Market For Energy Drink950 Words   |  4 PagesThe market for energy drink has continually been questioned about it health concern. A company can benefit by introducing a healthier option to get energy and have a more active day. When energy drinks first came on the scene they exploded like a new phenomenon, which made consumer feel like new-elevated being. Companies like red bull and rock star brought slogan that increased the energy drinks popularity and made it into a billion dollar industry. With all the scrutiny that has been attacking energyRead MoreEnergy Drinks Market1705 Words   |  7 Pageshow the Energy Drink market is segmented according to demographic, geographic, psychographic and behavioral variables. The Energy Drink industry which is dominated by Red Bull and V energy drinks is worth 151 million dollars and is growing by 47% per year. Energy drinks is the fastest growing category in the soft drink market. I have chosen thre e different companies in this report to analysis which segments they target, Powerade, Red Bull and Coca Cola. Red Bull is the market leader in energy drinksRead MoreEnergy Drinks And The European Market Essay733 Words   |  3 PagesEnergy drinks were very popular in Asia long before they overtook the American and European market. In 1982, Dietrich Mateschitz tried his first tonic drink in Hong Kong and came up with the idea to introduce these drinks to Europe. 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