Frucor Beverages Ltd Regus House Highbridge Oxford Road Uxbridge UB8 1HR Tel: 01895 876119 Fax: 01895 876277 Key CONTACTS Sales manager Nick Fox Marketing manager Darren Thomas Distributor: Petty, Wood & Co PO Box 66, Livingstone Road Andover Hampshire SP10 5LA Tel: 01264 345500, Sales: 01264 333 93 Fax: 01264 332025 Key CONTACTS Brand manager Giles Reynolds With nearly two thirds of us suffering a marked mid-afternoon slump in our energy levels, it's not surprising that functional newcomer V has scored such a huge victory in the energy drinks market. Launched in New Zealand in 1998 by Frucor Beverages, V contains a unique combination of Guarana ­ traditionally extracted from the red berry of the Brazilian guarana plant by Amazonian Indians in need of a natural pick-me-up ­ and five essential B vitamins (B2, B3, B5, B6 and B12) which together invigorate the body and mind. Available in 250ml slim line cans with a rsp of 99p, V is putting its energies into expanding everyday consumption in the UK having made a powerful market debut in Australasia. With major marketing support of over £2.5m, including a TV and cinema advertising campaign affectionately entitled Bug (above), V is also attempting to give the functional energy drinks market a distinctly more unisex appeal. Eye-catching point of sale has been designed to ensure standout in outlets, and heavyweight sampling at major transport stations and places of work has ensured that tens of thousands of men and women have tried and tested the brand. V for victory Rated No 1 new product entry in the grocery market Down Under, V quickly established itself as market leader with a 65% market share, driving growth of the category from A$2million to around A$72million in New Zealand where it currently outsells Red Bull by 10 to one and enjoys must-stock status among all trade operators. In Australia, V's launch was equally astonishing, taking a 60% market leadership position within 18 months. It has now tripled the category size and outsells Lucozade Energy by three to one. Before launching in the UK, more than £80,000 was spent in pre-market consumer research which indicated a strong potential among dozy afternoon consumers. Most of those polled said they felt the need for pick-me-up products during the day to cope with their busy lives. Ninety-five per cent of those reporting post lunch blues already reach for an energiser and 78% of consumers found the concept of V appealing and credible, with 74% saying they were likely to buy the product. The results demonstrated strong consumer satisfaction with the brand. They were not only impressed by its naturalness, but also the eyecatching packaging design, the presence of guarana, and V's refreshing taste. Racing the Bull UK performance to date indicates that the product can more than live up to the potential shown in its homeland. Latest market data from Nielsen shows that after only five months, V is the second fastest selling functional energy drink behind Red Bull, endorsing its positioning in the fast growing category. And with further marketing development for the brand ­ including new exciting advertising and PR campaigns ­ V is likely to drive its image to new energy heights. V is available through most major supermarkets, at garage forecourts and through independent retailers and newsagents. {{Z SUPPLEMENTS }}