A range of flavoured energy drinks that intends to give Red Bull a run for its money has been launched by new company Velocity Drinks.
The company claimed the drinks, which are available in the UK in three variants from this week, are the first branded flavoured energy drinks to hit the market. They were launched in Dublin last month.
There is an original flavour, which tastes similar to Red Bull, a Cranberry and a Lemon & Lime variant in 250ml cans.
The drinks are the brainchild of 23-year-old entrepreneur Richard Baister, founder of Velocity Drinks, who said they were developed to be drunk on their own or mixed with vodka.
Baister intends for the drinks to establish themselves as a main contender to Red Bull. “In the short term, we want to establish Velocity as a firm competitor to Red Bull and distinct from our competitors.”
He said the drinks take a fun approach, reflected in the colourful packaging. “Red Bull has almost a laid-back, understated image, whereas we want to be funky, retro and colourful to stand out from our competitors.”
The drinks have listings in independent cash and carries, but Velocity is targeting Booker and Makro as well as Asda and Morrisons. It is also sponsoring the music festivals Creamfields and Godskitchen’s Global Gathering.
Stefan Chomka
The company claimed the drinks, which are available in the UK in three variants from this week, are the first branded flavoured energy drinks to hit the market. They were launched in Dublin last month.
There is an original flavour, which tastes similar to Red Bull, a Cranberry and a Lemon & Lime variant in 250ml cans.
The drinks are the brainchild of 23-year-old entrepreneur Richard Baister, founder of Velocity Drinks, who said they were developed to be drunk on their own or mixed with vodka.
Baister intends for the drinks to establish themselves as a main contender to Red Bull. “In the short term, we want to establish Velocity as a firm competitor to Red Bull and distinct from our competitors.”
He said the drinks take a fun approach, reflected in the colourful packaging. “Red Bull has almost a laid-back, understated image, whereas we want to be funky, retro and colourful to stand out from our competitors.”
The drinks have listings in independent cash and carries, but Velocity is targeting Booker and Makro as well as Asda and Morrisons. It is also sponsoring the music festivals Creamfields and Godskitchen’s Global Gathering.
Stefan Chomka
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