Scottish Courage is entering the energy drinks market, currently dominated by Red Bull, with the launch of its non-alcoholic high energy mixer Red Snapper.
In a direct swipe at its best-selling rival, the product will be marketed under the strapline “More bite than bull”.
Red Snapper, which goes on sale this month, has been developed as a “super-strength” energy mixer for clear spirits such as vodka.
It will be sold in 150ml cans, which the manufacturer claims contain the same level of caffeine and taurine as 250ml cans of other leading energy drinks.
No above-the-line advertising is planned for the brand at the moment but any future campaigns will be created by one of Scottish Courage’s roster agencies.
“Delivering all the bite of a 250ml energy drink but in a 150ml can, Red Snapper has been specifically developed to be a one-shot energy mixer,” says David Harvey, strategic planning controller at Scottish Courage.
“Consumers will like the idea because, unlike with 250ml cans, you avoid wastage and retailers will appreciate the high-margin sales opportunity.”
But Harry Drnec, managing director of Red Bull, which holds about 90 per cent of the on-trade energy drinks market, welcomes the competition, adding: “We are extremely flattered that one of our customers wants to copy us so closely.”