Shark launches vodka-based energy drink

Energy drinks company Shark AG is to launch a vodka-based energy drink called Shark Up at the end of this month.

The drink, which combines the company’s Shark Stimulation drink with vodka, will be test-marketed in Cambridge before a planned national roll-out. It is believed to be the first time an established energy drink brand has launched an alcohol product.

Shark Up will be available initially in 250ml cans. If it is successful, larger bottles are planned. Marketing support is being developed by start-up advertising agency Vinnie. Regional advertising for Shark Up is planned, including listings magazines and outdoor.

The company has recently launched a still version of its energy drink, in 150ml cans.

The UK energy drinks market is worth an estimated &£393m, with a quarter of the value coming from retail sales. Shark’s competitors include market-leader Red Bull and products such as Frucor’s V and Britvic Soft Drinks’ Red Devil. GlaxoSmithKline recently axed its energy drink, Solstis, and is believed to be gearing up for the launch of a new product (MW June 3).

The Shark Stimulation drink was launched in the UK in March 2002 and ran into trouble later in the year when its outdoor advertising was criticised by the Advertising Standards Authority for showing bruised and scratched bodies of men and women with the strapline: “Bring out the beast” (MW July 4, 2002). That campaign was created by Tequila.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here