Andy Slee, Licensed Trading Director at Coca-Cola Enterprises, said: “Energy is a hugely exciting opportunity for the UK on-trade and is currently growing faster than the overall soft drinks category. As category leaders, we’re committed to driving growth in all segments through innovation and promotion.
“Extensive research has shown that the vast majority of energy drinks sold in the on-trade are used as mixers. The launch of Relentless Origin and Relentless Juiced Tropical (50% Juice) 250ml therefore couldn’t be better placed to offer consumers more choice as the perfect accompaniment to spirits. Relentless is an established and popular brand in the off-trade, and fans of the drink will be excited to see it in an exclusive on-trade serve of 250ml.”
CCE is dedicating £7m in support to the Relentless brand in 2009, with increased investment in outdoor advertising and events sponsorship. Specific on-trade activity will market Relentless as the “new, credible energy option, on its own or as a mixer”. This will be supported by an integrated events programme, branded glassware and point-of-sale, including back bar displays, bar runners and menu holders.
According to CCE, the energy drinks segment has grown by £72m in the last year, and is now worth £513.4m in UK retail sales. Relentless accounted for 30% of last year’s energy drinks growth and is now worth more than £38.6m.
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