Britvic launches new energy drink

A new energy drink, specially formulated to mix with dark spirits, has been launched exclusively to the on-trade by Britvic Soft Drinks.

Carbon contains a combination of stimulating ingredients including the herb absinthe which is reputed to enhance the mind and act as an aphrodisiac.

However, the brand should not be confused with alcoholic absinthe products where the herb is distilled.

Britvic claims the new drink, which comes in a 250ml can, offers licensees a gross profit margin of more than 75 per cent, selling at a recommended price of £2.20.

Unlike other energy drinks, Carbon has been specially made to mix with dark spirits although white spirits are suited and it can be drunk on its own.

Britvic predicts the brands will do particularly well in young person's venues, being targeted at 18 to 30-years-olds who regularly drink in groups and "are looking for new experiences".

Diana Taylor, Britvic's head of new product development, said: "Carbon provides the market with an exciting, cutting-edge, new product.

"The ingredients make it different — the combination of caffeine, glucose and absinthe is intriguing to style-conscious consumers and will deliver the stimulating, functional benefits they are looking for."

Taylor said Carbon reinforced Britvic's Right Choice category management strategy which has identified that providing greater value and choice for consumers creates a key opportunity for sales growth.

"Our aim is to give adults a range of soft drinks that will genuinely meet their needs," she said.

Britvic is running a support programme to raise awareness. The campaign, using the Internet, will be targeted at 18 to 30-year-olds. It will include point-of-sale material, promotions and sampling.

National poster activity starts on November 15 to coincide with the run up to Christmas.

For more information telephone 0845 7550345.