Ronaldo sports drink set for UK push

The Christiano Ronaldo-endorsed sports drink, Soccerade is looking to tap into the growing sports drink market with a full UK launch next year.

Ronaldo

The sports drink features the Real Madrid striker on every bottle and is positioned as a natural and caffeine free drink.

The drink had a “soft launch” in the summer but will be given a full launch in the new year.

Soccerade is currently available via direct order and in vending machines but a spokesman says the drink’s owner, Leppin International, is currently negotiating with retailers to widen distribution.

The brand has launched a national initiative using World Champion freestyle footballer John Farnworth to search for the “Soccerade Dream Team”. The program will be supported by above and below the line and PR activity.

The drink is currently available in Germany, Iceland and Portugal with plans to launch in 60 further countries.

According to the Britvic soft drink report, the sports drink market was the second fastest growing sub-category last year, increasing 7% to hit £166m in 2008. Lucozade Sport, Gatorade and Powerade are the market leaders.

Ronaldo is a brand ambassador for Castrol and has a sponsorship agreement with Nike.

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