Though sometimes confused with or lumped into the beverage
category that includes sports beverages, energy drinks are
considered a different product.
“They are marketed to increase alertness and energy levels,
containing signifi cant amounts of caffeine and as much or more
sugar as in soda. Many energy drinks pack about 200 mg of
caffeine, the amount in two cups of brewed coffee,” according
to Harvard’s The Nutrition Source website.
As the market for energy drinks grows, companies like
PepsiCo, which already had a distribution deal with Rockstar
in North America, are seeking capitalize on that demand.
“Over time, we expect to capture our fair share of this fast-
growing, highly profi table category and create meaningful new
partnerships in the energy space,” PepsiCo Chairman and CEO
Ramon Laguarta said in a statement.
Russ Weiner, Rockstar’s founder, added that he was excited
to take the PepsiCo-Rockstar relationship “to the next level.”
“PepsiCo shares our competitive spirit and will invest in
growing our brand even further. I’m proud of what we built
and how we’ve changed the game in the energy space,”
Weiner said.
PepsiCo’s portfolio of energy drinks already includes Mountain
Dew’s AMP and Game Fuel. Another drink listed under juice
beverages includes Mountain Dew Kickstart.
Coca-Cola’s portfolio includes a stake in energy giant Monster
as well as Coca-Cola Energy, which it began selling in the U.S.
this year, according to a company press release.
As the Wall Street Journal points out, the PepsiCo-Rockstar
deal has not yet closed, but if it does, it will be the fi rst big
acquisition Pepsi has made since 2018 when it acquired the
seltzer-maker SodaStream.
It also represents the fi rst major deal under Laguarta, who took
over as PepsiCo’s top executive after his predecessor, Indra
Nooyi, stepped down in 2018. She led the company for 12 years.
Source: https://www.npr.org/2020/03/11/814462332/pepsico-seeks-boost-in-energy-drink-market-with-purchase-of-rockstar
Asahi launches sugar-free
hard seltzer
L
iquor giant Asahi has created a vodka-based, sugar-free
hard seltzer for the Australian market. Good Tides is a
ready-to-drink alcoholic beverage that targets millennials.
The drink combines sparkling water with vodka and a hint of
natural fl avour. It doesn’t contain sugar or artifi cial sweeteners
with 85 calories per can.
“The ready-to-drink category is moving beyond traditional,
reduced sugar options. We hope that by introducing Australia’s
fi rst completely sugar-free, vodka-based Hard Seltzer, we’re
able to provide consumers with the enjoyable, easy-drinking
option that we know is currently missing from shelves.” Virginia
Woodger, group marketing manager cider, RTDs, spirits &
sponsorships, Asahi Premium Beverages said.
“Good Tides is a great option for those who are seeking to
become more mindful of their drink choices but don’t want
to compromise on a delicious tasting drink. We anticipate
that the Hard Seltzer category will skyrocket in popularity in
Australia, as it has in the US, and Good Tides will be at the
forefront of this growth.”
Drink Asia
13
Henry Gordon, BWS category manager, Premix Spirits said
hard seltzers provide a great opportunity.
“We see Hard Seltzers in Australia as a fantastic opportunity
to recruit new customers and give our existing customers
more options that are refreshing within the convenience
drinks space. We’re thrilled that Good Tides is now available
in stores across the country and know it will be popular with
customers,”
Good Tides is available in Lemon & Lime and Raspberry. Four
packs of 330ml cans are sold at BWS, Dan Murphy’s and
independent liquor stores in Australia.
Source: https://insidefmcg.com.au/2020/03/18/asahi-launches-
sugar-free-hard-seltzer/
March-April 2020