Red Bull faces challenger in Carlsbergs Battery Energy

Carlsberg is plotting a major UK launch of its Battery Energy Drink with the intention of taking advantage of the fast-growing energy drinks sector and wresting market share from Red Bull.

The brewer is speaking to leading supermarkets across the UK about getting the drink on supermarket shelves early next year.

Battery is a caffeine-powered, guarana-based energy drink which has been successful in several European countries.

The launch is expected to be backed by a multi-million pound marketing campaign, though it is unclear whether the brand has appointed an agency to handle the roll-out of the brand.

At least one leading supermarket has opted not to stock the drink, believing it is unlikely to be a hit with UK consumers.

The Battery brand, which outsells Red Bull in its home market of Finland, comes in a 330ml can like most beer brands. In some countries it is also available in 250ml cans.

The drink, owned and manufactured by Sinebrychoff, a subsidiary of Carlsberg, was launched in 1997. It is now sold in 25 countries.

In the UK, Battery will launch in a highly competitive sector, which continues to be dominated by Red Bull but where a succession of new brands have emerged. Energy and sports drinks continue to buck the trend of general decline in UK sales of carbonated soft drinks.

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