Energy drink enters UK with £4m backing

Australasian brand V is aiming to challenge Lucozade and Red Bull’s dominance of the UK energy drinks market, with a &£4m marketing launch.

The campaign, by Barraclough Hall Woolston Gray, breaks this week and includes TV and cinema ads, supported by point of sale and a range of merchandise.

The drink is made from guarana and includes vitamins B2, B3, B5, B6 and B12. It will cost 99p for a 250ml can.

Distributor Petty Wood claims V/ holds more than 60 per cent of the energy drinks market in Australia and New Zealand, outselling Red Bull ten to one. It is also strong in South Africa, where it outsells Lucozade.

It has secured nationwide listings, including multiples Sainsbury’s, Tesco and Waitrose, plus other stores such as Alldays, Martins and Spar.

Petty Wood commercial director John Hartley says: “We believe there is a gap in the UK energy drinks market for a daytime fortified product – our research shows people experience low energy levels at about 3.30pm – and we are targeting that segment.”

Lucozade Energy is the UK energy drinks market leader, with a 55 per cent value share, followed by Red Bull with 19 per cent.

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