Energy drink launched in UK to rival Red Bull

Energy drink Enorm is being rolled out in the UK this week as a rival to clubbers’ favourite soft drink, Red Bull.

Enorm is brewed in the Netherlands by Ulvenhoutsaan12, which has licensed Watford-based Sapna Impex to handle the UK roll-out.

The drink is aimed at adults and is being launched with the slogan “Life is Enorm”. It will initially be available in pubs, nightclubs, garage forecourts and retailers such as Thresher and Unwins.

Like Red Bull, Enorm will be available in 275ml cans with a similar price of between £1.09 and £1.29, depending on the retailer. In pubs, Enorm will cost about £2.50.

Sapna Impex is talking to ad agencies about creative and media business, and expects to make appointments by the end of May.

Ads are being screened on MTV Europe and a UK television campaign is planned for later this year.

The company refuses to reveal the budget for Enorm’s UK launch, but the roll-out will be backed initially with in-store promotions.

Enorm is a sponsor of and official drinks supplier to the Arrows Formula One team.

Sapna Impex chief executive Harry Bhikha says: “The marketing budget will depend on initial sales, but we hope the spend will run into millions.”

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