Spar Austria has reported that its private label S-Budget energy drinks sold almost twice as well as Red Bull-branded energy drinks over the last year.
Sales of the S-Budget drinks, of which 45.7 million cans were sold, exclusively at Spar, Interspar and Eurospar stores, outperformed the sales of Red Bull drinks across the retail trade in Austria.
Since the launch of the flavoured energy drinks in 2008, Spar has focused its marketing strategy on the product's affordability and selection of flavours.
The drink is currently available in seven varieties, including Energy Cola, Sugarfree and Editions: of various single or combined fruit flavours, such as Blueberry or Lime & Peach. A new Edition, Sour Cherry, will be launched at the end of January.
Commenting on the drinks' outstanding performance Spar chairman Dr. Gerhard Drexel said, "The sales figures...testify to our feeling for customer needs: price, performance and image are more than ever the decisive factors for the success of the S-Budget Energy Drink; what we offer is an iconic product for price-conscious customers."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign-up for ESM: The European Supermarket Magazine
