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August 3, 2001
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Money > Business Headlines > Report August 3, 2001 |
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Coca-Cola seeks a Lift, uncorks energy drinksReeba Zachariah Soft drinks major Coca-Cola is exploring new terrain. It is looking at entering the energy drinks category, a segment that is likely to witness some big time action. The company will be launching its international brand 'Lift' in the market. The company has begun test marketing the drink. Energy drinks are consumed to vitalise body and mind. It can be had directly or mixed with alcohol. According to FMCG analysts, energy drinks as a concept is quite new to the Indian consumer. And it will take a lot of time to develop the market. That's because, a major obstacle is said to be the pricing. With vitalising nutrients in the drink, it carries a premium over other soft drinks and beverages. Coca-Cola is not the first entrant in this segment. The No.1 global energy drink brand Red Bull entered the market some months back. It was through a marketing and distribution tie-up with Rahul Narang, promoter of Narang Hospitality Services, which runs the Ambassador Hotel in south Bombay. Red Bull which is targeted at party goers is available at five-star hotels and premium night clubs and is priced at Rs 250 per 250 ml can. According to industry sources, Coca-Cola India with its aggressive marketing strategy and brand building activity could actually help the market to grow. Vikram Kuvar, manager-logistics and operations of Narang Hospitality Services said, " We are currently importing and selling Red Bull at premium restaurants and clubs and at a later stage, we will manufacture it locally by entering into a joint venture with the Austria-based Red Bull. We can then tap the masses." Other well known global energy drinks brands include V, Adrenaline Rush and 180. It is believed that New Zealand based Frucor manufacturers of V is seriously looking at entering the Indian market. While 180 belongs to Anheuser Busch, which has evinced an interest in picking up a 26 per cent stake in the Vijay Mallya controlled United Breweries beer business, 180 is a light carbonated, orange citrus-flavoured energy drink which claims to have a host of energy boosting vitamins. Powered by YOU MAY ALSO WANT TO READ:
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