Owned by London-based Uber Drinks, it will target 25 to 45 year old working professionals and is being initially sold at Harvey Nichols and online.
It will go up against similar products, such as Quick Energy, owned by US drinks company Viva Beverages and Coca-Cola’s Relentless Shots. Red Bull is also readying the launch of its shot variant into the UK market.
Uber Drinks director Vladimir Martynov says it is planning to extend the distribution of the brand into sandwich chains such as Pret A Manger and office canteens. It will then look to list in supermarkets in the longer-term. The drink is being produced and distributed by Kapak.
Industry estimates reveal that the energy shot market is already worth $500m in the US and is seeing expansion across Europe.
Martynov says it is currently in discussions with European distributors with a view to launching the brand in Spain and Germany this year.
Cake has been briefed to raise awareness of the new product among young working professionals, with the brand message “energy for life with no lows”.
Pearl Fisher has overseen the branding of the product, while Cake will next week launch a social media, sampling and PR campaign.