Coca-Cola GB is launching a still sports energy drink next year in yet another attempt to steal a march on Red Bull’s market domination in the sector.
It has already applied to register the trademark name Voltage in the hope of stealing some of Red Bull’s category market share. The launch is expected next year.
The drink will be the second energy drink launched by Coke in the UK in the past year – the company launched carbonated Sprite3G in September (MW August 4).
One industry source says: “The energy drink being launched next year by Coke is going to be very different from Sprite3G, which is obviously heavily linked with the Sprite brand.
“It won’t be in a can like most other energy drinks, but instead will come in a screw-top bottle. Also, and importantly in the battle against Red Bull, it won’t be sparkling but still, and will focus on energising the mind rather than the body.”
The launch forms part of Coke’s strategy to reposition itself as a “total beverage company” and place greater emphasis on innovation in healthy sectors beyond carbonates.
Red Bull is the clear market leader in the popular functional energy drink sector, but the launch of another energy drink signifies Coke’s intent to catch up with the brand.