What are Energy Drinks?
Red Bull, Dark Dog and Flying Horse are just a few of the flood of Energy Drinks keeping Europeans active. Austria e.g., whose 8 million citizens are often portrayed as lethargic and chronic hypochondriacs, last year downed 15 million liters (3.3 million gallons) or 60 million cans, of the caffeine-laden thirst-quenchers. Austria also dominates production - 1/3rd of all Energy Drink producers are located here. There are at present about 30 major domestic manufacturers, with Red Bull heading the stampede. Last year Red Bull sold 150 million cans, a 3rd of them in Austria.Japan has one of the most established sports and health drinks markets in the world, and has a large domestic industry. The latest product developments in health drinks focus on functional ingredients, such as probiotics and prebiotics, minerals, vitamins, dietary fibre, calcium, iron, b-carotene, DHA, and amino acids. Aisho Pharmaceuticals, for example, sells two million bottles of Lipovitan per day - per day! - in Japan.
Energy Drinks in the USA?
Currently, similar products exist in scattered centers across North America. These products are largely imported by retailers from Europe or Asia and are sold exclusively in specialty health and other stores. Examples of these include "Lipovitan" and "Red Bull," which are manufactured by Aisho Pharmaceuticals of Japan, and a ginseng-based product called "Aqua Libra" from the UK. Each of these are sporadically-imported and costly. A 150 ml bottle of Lipovitan, for example, can cost as much as $7.00 in a North American grocery store. Meanwhile, North American manufacturing sources are virtually nonexistent.Energy Drinks are part of the exciting new category called "functional drinks", a market that is considered by many analysts (and me!) to be the next high growth sector of the multi-billion dollar beverage industry in North America.
Energy Drinks are winners
Within the soft drinks sektor, the clear winner has always been the Energy Drink for it turned out to be a real innovation. It is believed that the production of Energy Drinks in Germany comes to roughly 400 millions of cans. The term "Energy Drink" is very well known throughout the German-speaking countries for it is highly represented in the media.Energy Drinks as advertising media
Energy Drink cans are the ideal advertising medium! ACTIVE ENERGY suggests Energy Drinks as advertising media. Our offer mainly aims at the media, manufactures of sporting goods, petrol stations, organizers of parties and raves, record and clubwear shops, clubs and discos as well as all young and innovative industrialists who are especially interested in young target groups.Image Transfer
The success of a possible image transfer between an Energy Drink and a certain brand/company is mainly based on two factors:- 1. relevance to the target groups: the target customers of the brand/company and the consumers and supporters respectively can be considered to be almost identical.
- 2. image affinity: the characteristics of the image of a brand/company match the image of an Energy Drink in almost every regard. As a rule, the consumer associates Energy Drinks with images such as energy, statima, strength, dynamics, activity and success, health, fitness and communication. A high agreement between the characteristics of an Energy Drink and those of the brand/company creates a credible and effective image transfer.
Target Groups
Who are the potential customers? Initially, they consisted 90% of young and trendy people (club scene, extreme sports), nocturnal revellers, trendsetters and clubbers who were consuming Energy Drinks. Nowadays, the class of custumers has radically changed. New customers are, for example:- long distance drivers, especially people who work during the night as for example lorry or taxi drivers or even employees working out of the office and rushing from appointment to appointment. They have come to appreciate Energy Drinks as a good way to wake them up during their long trips.
- Top-level as well as free time sportsmen like snowboarders, powder snow freaks, mountain bikers, free climbers and downhill racers; but also people going to the gym or participating in a triathlon,
- pupils or students under stress who carry whole cases of cans back home.
Users of Energy Drinks buy/drink them to be mentally and physically top fit and wide awake. The consumers of Energy Drinks are dynamic, achievement-orientated and active, in their jobs as well as in their spare time.
An Energy Drink is a drink with a clear purpose and therefore ideal
for all who need more energy.
Alternative drinks reach adulthood
Increasing levels of soft drinks consumption among adult consumers have heralded the beginning of a new age of drinks with adult orientation. Several characteristics set them apart from other drinks on the market: their ingredients; their target audience - teenagers and adults; their packaging - often in cans; and the type of consumer they attract - variety seekers who are prepared to experiment and add new drinks to their repertoire.Quaker Oats Gatorade is the world sports drinks market leader, while Red Bull leads the energy drinks market, which so far is mainly a European phenomenon.
List of energy drinks + pictures
| Name | Homepage | Address |
| 220 | ||
| Afri Guarana | ||
| Bee-Fit+ | homepage | Bee-fit+, Postbus 3101, 1270 EC Huizen, The Netherlands |
| Black Booster | homepage | Power Drinks Company, Amsterdam, The Netherlands |
| Black Panther | ||
| Blondi | ||
| Blue Jeans | homepage | |
| Body Up | ||
| Cool Fire | Bee-fit+, Postbus 3101, 1270 EC Huizen, The Netherlands | |
| Dark Dog | homepage | |
| Devil | ||
| Die Blaue Sau | homepage | Wilmex, The Netherlands, tel. 0591-634182 |
| Double E | homepage | |
| Dynamite | homepage | Dynamite, Andritzer Reichstrasse 66, A-8045 Graz, Austria |
| Elite | ||
| Fighter | ||
| Flash | ||
| Flying Horse | homepage | |
| Gong | ||
| Guvi | homepage | |
| Independence Day | ||
| Lipovitan | homepage | |
| Lola Blue | ||
| Mach 6 | ||
| Magic Man | ||
| Mystery | ||
| Power Point | ||
| Red Bull | homepage | |
| Red Devil | ||
| Red Eagle | ||
| Red Horse | ||
| Semtex | ||
| Sitting Bull | ||
| Smart | homepage | ADN Marketing, 5 Boulevard de la Pinède, 06160 Juan-les-Pins, France |
| Speed Unlimited | ||
| Start Me Up | ||
| Thundertaste | homepage | Thundertaste BV, Zaanweg 67c, 1521 DM Wormerveer, The Netherlands |
| Ufo | ||
| Verde Strong | homepage | Almdudler Products Asia, 35 Kimberley Road, Kimberley House Room 401 TST, Hong Kong |
| Warp 4 | homepage | |
| X-plosiv | ||
| XTC | homepage |
