The world's largest producer of soft drinks The Coca-Cola Company has opened the production of its new energy drink in Russia.
The new product was launched amid a global increase in demand for energy drinks in the spring of 2019. To date, Coca-Cola Energy already sold in 25 countries, to which Russia will soon join.
It is known that two versions of the drink will appear on the retail market - classic and without added sugar. Coca-Cola Energy will be available in 250 ml metal cans. The recommended cost of the product in retail chains will be about 90 rubles. To date, the company has already reached agreements on the supply of new products to the Azbuka Vkusa and Lenta retail chains.
Coca-Cola Energy, with the taste of the drink of the same name, contains caffeine from natural sources, as well as B vitamins and guarana extract. The energy value of the drink is 42 kcal per 100 grams. The company has not yet disclosed the volume of production and investment in the launch of a new product on the Russian market. According to expert estimates, the presence of the main brand well-known to consumers in the name will allow not to carry out aggressive marketing of the product, and investments in its promotion will not exceed 500 million rubles.
In recent years, there has been an increased demand for energy drinks in the country. The main consumers are called young people from 18 to 35 years old - office workers, students, as well as employees working in night shifts. According to research company Nieslen, over the past year, sales of energy drinks in Russia increased by almost 30%, despite the stagnation of the entire soft drinks market. Market leaders remain Adrenaline Rush, which releases PepsiCo (28.6%), Red Bull (13.5%) and Flash Up (11.4%), a brand of the Russian company Baltika.
The launch of a new product in the spring of 2019 was another step in expanding the company's portfolio - from organic tea, juices and water to coffee and new flavors of Coca-Cola. In the summer of 2018, the company closed the deal to buy the largest British coffee chain, Costa Coffee, adding a brand of hot drinks to its portfolio for the first time. Last year, the company also entered the alcoholic beverage market for the first time by launching the production and distribution of the Lemon-Do brand in Japan.