Viva Beverages, a US drinks company, is planning to create a new category in the UK drinks sector with the launch of a single-shot energy drink, Quick Energy, this month.
The drink, which comes in 59ml shots, will be positioned as a “more convenient” energy drink for people with busy lives. It will be available in independent retailers within weeks and it is hoped that distribution will be extended to supermarket chains, convenience stores, coffee chains and forecourts over the next few months.
Viva has appointed Trading Partners International to handle the UK sales, and Spirit Advertising to handle the £2m launch. It is thought that MPG will handle the media planning and buying. The campaign is expected to include TV, experiential and extensive sampling activity.
It is believed that the agencies will handle the brand’s pan-European accounts, as it looks to expand into markets such as Germany and Spain.
Quick Energy is a blend of B-vitamins, amino acids and antioxidants and has been develop to improve energy and alertness. It does not contain any sugar or herbal stimulants.
According to AC Nielsen, US sales of energy shots in convenience stores tripled from approximately £3m per month to more than £12m per month in the same period the previous year.
Spirit Advertising managing partner Richard Hammond says: “We expect the US explosion to be replicated in Europe.”