How to make and market a winning energy drink

Jolt was the first energy drink to be introduced in the United States. The response was excellent, but it was not until 1997 that the market received a significant boost with the appearance of Red Bull in the US market. Other companies, including Pepsi and Coca-Cola, followed suit with their interesting variants. Since the late 1990s, the growth rate of this industry has doubled, according to Beverage Marketing. And, consumers are still thirsty for a more interesting variety that provides the energy boost needed for their lives. What are energy drinks? These are non-alcoholic beverages that are meant to deliver a high-energy blast to the consumer. They contain fewer calories than commercial drinks and the burst of energy could be attributed to the high amounts of caffeine.

Making a Winning Energy Drink Most energy drinks are usually carbonated or milk-based. Various innovations include energy powders and tablets like LiftOff. The powders and tablets are convenient to carry and, when mixed with water, give you an energy boost anytime, anywhere. The basic ingredients used for any form of energy drink manufacturing are the same and act as stimulants and aid performance. Common ingredients include:

* Sugars in various forms, such as high fructose, sucralose, acesulfame-K, or aspartame

* Mild acids such as citric acid, malic acid, or phosphoric acid that add a tart flavor

* Nutrients may include caffeine in large amounts, vitamin B complex, antioxidant vitamins C and E, and taurine, an amino acid. Other nutrients include bee pollen, inositol, and glucuronolactone. Herbal extracts, such as ginseng, guarana, and ginkgo biloba, are often added for their nutritional value. Other herbs can include horny goat weed, milk thistle, yerba mate, damiana, and rosemary.

* Some energy drinks are pasteurized for preservation. If they are not pasteurized, preservatives such as sodium benzoate or potassium sorbate are used.

* Colors: In addition to being colorless, common colors include caramel, yellow, orange, and bright red.

* Flavors are used, whether natural or artificial flavorings.

The presence of caffeine in an 8-ounce serving of an energy drink should range between 70 and 80 mg of caffeine. Ingredients in sports drinks can include coffee extracts, guarana (a plant extract from the Amazon basin that is high in caffeine), colas, and various types of tea. These drinks often contain some sugars in the form of carbohydrates. A variation of energy drinks are smart drinks or nootropic drinks. These drinks are a mixture of various fruit juices, vitamins, and herbal supplements. Smart drinks often include amino acid supplements that are believed to improve concentration, increase energy levels and resist stress.

Importance of Flavor Typical energy drink flavors are citrus, lemon, berry, mango, cherry or grapefruit. A recent survey indicates that about 35% of energy drink consumers are over 35 years old. In fact, energy drinks that contain high levels of sugar are more popular with women and children, while male consumers tend to prefer energy drinks with a strong taste and flavor. . According to some key findings from leading business intelligence for a consumer goods industry, it was claimed that pomegranate has become the fastest growing flavor in many nutraceutical beverage launches. While the orange flavor was more common with over 6% of all launches in 2006 containing it.

Marketing a Winning Energy Drink Nutricap Labs, a leading manufacturer of energy drinks, has determined that the following “ingredients” must be included in the creation of any energy drink:

* Smart marketing strategies

* A national distribution network

* A name that creates instant brand recognition

* The right kind of packaging

College students and teenagers form the main sections of the target market for these manufacturers. The core age group is 12 to 30 years. Today’s cutting-edge advertising includes wild and amazing stunts such as jumping off a bridge, skydiving without a parachute, or even launching a single-crew rocket! By far, this age group is the hardest to impress, but innovative and challenging marketing techniques can bring big profits, even for small batch quantities. Another target group is sports enthusiasts and fitness freaks! The intention to optimize sports and physical performance begins with beverages that should be taken before exercise, during and at the end of the exercise program. Popular sports personalities have endorsed several of these products. Recently, Tiger Woods has endorsed his own line of sports drinks made by Gatorade. Profit margins in this category can be 40% and more. Not only are they popular with the younger generation and sports and fitness enthusiasts, but Americans in general turn to them. The growing demand is a direct result of people’s lives becoming busier. People fill their lives to the fullest, adding more and more responsibilities, leaving little time for rest and relaxation, leading to stress and fatigue. This has led people to turn to stimulants to stay active and give them the energy to complete their tasks.

What’s in a name? For them, a name is synonymous with lifestyle. Take for example the Crunk. Hip-hop artist Lil’ Jon is the self-proclaimed “King of Crunk” who popularized this term Crunk and the typical lifestyle he represents in the hip-hop community. Choosing one is a way to make a statement of who you are and what you identify with. Since most of them are consumed by the younger generation and sportsmen, choosing an appropriate name and creating the right buzz can increase their popularity. This becomes a bit obvious when you take a look at some of the current names: Spiked Silver, Josta, XS, Wired, Vault, Spike Shooter, Piranha, Nerd, Monster, So Be Superman, Full Throttle, Diesel, Rockstar, and Relentless. !

Energy drink packaging

They are mainly available in the typical bullet-shaped recyclable aluminum cans. Your packaging should be bright and eye-catching rather than subtle and understated. Since the main target consumer group is extreme sports enthusiasts, young adults, teenagers, and fitness fanatics, label designs signifying bursts of energy, flashes, instant thrills, and speed will become popular. Packaging in plastic bottles has recently become popular.

The Market Scene While most target the core group of young people, or fitness and sports enthusiasts, the market is still open for those targeting specific age groups, such as women, seniors, or the workforce. The current domestic US market is approximately $4 billion and is projected to grow to an estimated $10 billion by 2010. After the business of making soft drinks, the energy drink industry is the second largest higher, making it a viable prospect for any company. entrepreneur.