AUSTRALIA: Energy drink X FUEL takes off
The drink is a challenge to market leader, Frucor Beverage's V, which has garnered 60% of sales in 16 months, to Coca-Cola's Lift Plus which was released six weeks ago and to Austria's Red Bull.
Its branding results from a joint venture between Pepsi and Planet X, a youth marketing company which targets 18-24-year-old males through an eponymous commercial television program, 'x' magazine, Planet X Online, and the Xtreme Games which feature street sports including roller blading and dirt bikes.
Between $A5m and $A6m is being spent on promotion the brand which enters a market currently worth about $A80m a year and which Pepsi-Cola Bottler Australia's marketing director, Ian Tetro, estimates will be worth about $A200m a year within 12 months.
"It's a drink that's about wellness and energy," Tetro said. "Its point of difference being its herbal content."
It was also a day/night drink compared with competitors' daytime or club/dance scene products.
X Fuel will sell in the $A2-$A3 range compared with $A1.50-$A2 for 'normal' soft drinks.
Coke's Lift Plus, described as "a zesty citrus drink with a herbal tang", also containing B vitamins, guarana and Ginseng, was launched in New Zealand in February 1999 and Coca-Cola is claiming it is now second in the sales stakes.
Functional drinks have been a growth area of the US soft drinks market since the late-1990s. Roger Dilworth reports on the development of the sector and current brand activity....
A recent report on the UK soft drinks market showed that growth in non-carbonates at the expense of traditional carbonated soft drinks is much less marked in the on-premise sector than in the take-hom...
A departing PepsiCo executive is to be handed a US$4.56m package spread over the next two years for his consultancy services....
The Pepsi Bottling Group has signed a letter of intent to acquire Pepsi-Cola Bottling Company of Charlotte (Pepsi Charlotte) for an undisclosed sum....
The Pepsi Bottling Group today reported second quarter net income of US$148m, or diluted earnings per share (EPS) of $0.59. The results were up on the same period last year as the company grew volumes...
Pepsi-Co. has been removed from a Syrian blacklist of companies which have dealings with Israel, according to a report in the official Syrian newspaper al-Thawra....
Pepsi has launched a new 50cl silver-coloured bottle for its Pepsi light soft drink as part of a major advertising campaign to roll out this summer in Spain....
PepsiCo's president and CFO, Indra Nooyi, has been forced to apologise for remarks she made whilst speaking to the 2005 graduating class of Columbia University's Business School in New York City last ...
- Whatever happened to binge Britain? - comment
- The dangers of squaring up to your competitor
- The US beer market - A level playing field for all
- Remy Cointreau's Q2 and H1 - preview
- Constellation and Ballast Point's "sticker shock"
- Sidney Frank CEO to head Clooney's import co
- Diageo sells off United Spirits' Bouvet Ladubay
- Captain Morgan distillation trial queried by USVI
- Irish whiskey brands could fail without bulk
- Sazerac sues Brown-Forman over Tennessee Fire
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Future growth opportunities for global spirits
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Wine Market to 2019 - Market Size, Development, and Forecasts