By Ian Neubauer
Leading European energy drink Red Devil has announced it will launch in Australia and New Zealand, with the first shipment to go on sale in Western Australia and the ACT later this month.
Red Devil first emerged in Holland in 1995 and rapidly expanded to the four corners of the world. It has a strong presence in 60 countries including Russia, the EU and the US, and is a major sponsor of international motor sports.
The taurine- and caffeine-based drink will be promoted in Australia with a provocative advertising campaign and with heavily branded vending machines and cooler systems.
The lucrative Australian energy drinks sector is becoming increasingly crowded, with analysts predicting a rush of new entries before saturation point is achieved.
Coca-Cola Amatil’s (CCA) recently relaunched Mother has already made significant inroads. Sales have increased 1000 per cent since its July relaunch and are four times greater than expected.
Frucor’s V is the leading energy drink in Australia, followed by Red Bull.