2024 Author: Isabella Gilson | [email protected]. Last modified: 2023-12-17 03:14
Red Devil energy drink is relatively low in taurine. Its formula was developed in the Netherlands in 1995. The product is distributed by a branch of the British company Britvic. Its slogan, The Taste of Energy, is known around the world for the aggressive marketing strategy the company uses for this product. The Red Devil brand, like its competitors Red Bull and Adrenaline Rush, sponsors various extreme sports competitions, including the World Rally Championship, Powerboat Formula 1, Drag Racing and many others.
Drink history
Initially, the energy drink was only sold in the Netherlands. After some time, production was launched in Poland. The container was a 12 oz (340 ml) glass bottle. Over time, it was replaced with aluminum cans.
Later, under the same brand, the production of a Light version of the drink with a minimum sugar content was launched, and a line for the production of chewing gum with caffeine Red Devil Energy Gum was also launched. Following its market success, Red Devil became a sponsor of many racing teams.
In February 2004, Happyland, headed by Olga Kurbatova, received the rights to bottle the drink in Russia. In 2007, the drink appeared in the USA. Together with the company Impulse One, a new formula was developed, specifically for sale in the states. A new container has appeared - an aluminum can of 16 ounces (475 ml). The drink itself began to have a sweeter taste with a berry aftertaste. As in Europe, a Light version was also sold in the US market along with the regular Red Devil drink.
In August 2008, the product went on sale in selected Australian cities. In June 2010, sales of the drink were launched in small quantities in Norway as a test. Following its success, a full-fledged sale of the drink was launched on the Norwegian market in January 2011.
Red Devil in Russia
The product became the leader in the Russian market of energy drinks from the moment of its appearance until 2007. Then he immediately fell to 4th place in popularity (6.6% of total sales). The product was ahead of Adrenaline Rush (41.8%), Red Bull (23.9%) and Burn (14.4%).
Even lower was another drink from Happyland - Jaguar. His popularity plummeted to 3%. To this day, the sales share of the domestic Red Devil in the market is extremely small compared to the shares of its foreign competitors. This is mainly attributed to the incorrectly chosen positioning of the drink - it was promoted as a "club", in contrast to its Austrian competitor Red Bull, which was originally positioned as an "invigorating drink". From herethere was a smaller turnover. The main volume of goods is sold through the HoReCa system.
In 2015, due to the established laws on the sale of alcoholic beverages, the alcoholic version of the product disappeared from Russian shelves. Red Devil soft drink is still available in many stores, albeit in much smaller quantities than in the early years.
Composition
Approximate volume of the components of the drink "Red Devil" recalculated per 100 grams of product:
- Carbs - 12.5g
- Taurine - 30 mg.
- Caffeine - 30 mg.
- Ascorbic acid (C) - 24 mg.
- Niacin (B3) - 6mg
- Pantothenic Acid (B5) - 2.4 mg.
- Riboflavin (B2) - 1 mg.
- Pyridoxine (B6) - 0.8 mg.
Total energy value - 52.8 kcal. The average amount of caffeine per standard European can (340 ml) is 115 mg.
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