European energy drink sets sights on Red Bull in UK

Effect%20-%20MBG%20International%20PremiumAn energy drink popular in Western Europe will compete head on with Red Bull when it launches in the UK later this year.

Effect, which is owned by MBG International Premium Brands and is available in 20 countries across Western Europe, is hoping to replicate its success in its home market of Germany, where it ranks second to Red Bull in terms of market share.

MBG is understood to be in talks with Tiger Beer UK about a distribution deal, with a view to launching the drink in the UK this summer.

Effect is the latest energy drink to target the fast-growing UK energy market, following the launch of US brand Rockstar (MW October 11, 2007) and planned launch of Monster.

MBG export director Mirko Ranz says the drink will cost 3040% less than Red Bull. It is expected to be launched in 200ml bottles, and 250ml and 330ml cans and will initially target the on-trade before rolling out across all the major multiples.

According to the latest data from Zenith International, Effect was ranked fourth in terms of share of the energy drink market across Western Europe. However, its market share is just 2% compared to Red Bull’s 60%.

The UK is the biggest energy drinks market in Europe, worth an estimated 800m, according to Zenith, and has benefited by a younger demographic wanting energy boosting drinks to help them cope with their active lives.

Recommended

Xbox sales lift Microsoft revenues

Marketing Week

Microsoft has reported “strong” growth in the last quarter of 2007, with Xbox 360 sales up 70% on the previous year. The company says its positive results were additionally boosted by demand for its Windows Vista software. The company says the growth was driven by new “consumer focused offerings” during the quarter such as the […]

Government plans 75m anti-obesity campaign

Marketing Week

The Government has pledged 75m on an advertising campaign as part of a 372m strategy aimed at beating the obesity “time bomb”. The marketing drive will focus on helping parents to make changes to their children’s diet and activity levels.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now