Splash Beverage Group is to expand into energy drinks, introducing an extension for its TapouT Hydration brand in the category.
TapouT Energy is slated for a March launch by the Florida headquartered group, and will claim to offer “next level functionality” in “cognitive performance mental focus, and antioxidant health”.
Three flavours of the sparkling zero sugar drink will be available at launch: Cherry Lemonade, Orange and Peach Mango.
An SRP is yet to be announced for the line, which has been developed by nutritionist Sanjeev Javia in collaboration with TapouT ambassador and former NFL player Drew Brees.
Explaining the rationale for the extension, Splash CEO Robert Nistico pointed to the burgeoning strength of the energy drink category in the US, which is set to be worth US$24.6bn by 2026 according to GlobalData.
“Clearly the timing is ideal for introducing TapouT Energy,” he said. “Line extensions like this, acquisitions, etc. are the reason the team has worked so hard building our distribution network over the past 2 years.
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“TapouT Energy will benefit from this resulting in a swift adoption of this unique new energy drink lineup, while also enhancing total line margins and suggested retail price points.”
The company's senior team has experience in the energy drinks category. Nistico previously held a leadership position as VP/general manager at Red Bull, while Splash Beverage CMO William Meissner was CMO of NOS Energy Drinks.
Splash Beverage Group is a manufacturer and distributor of alcoholic and non-alcoholic drinks brands across the US. Alongside the Tapout brand, the group’s portfolio includes the Salt Tequila brand, Copa di Vino wine by the glass and the Madrid-based canned sangria brand Pulpoloco.