The Red Devil energy drink has a relatively low taurine content. His formula was derived in the Netherlands in 1995. The product is distributed through a subsidiary of the British company Britvic. Its slogan, “Taste of Energy” (orig. The Taste of Energy), is known worldwide for its aggressive marketing strategy that the company uses regarding this product. The Red Devil brand, like its competitors Red Bull and Adrenaline Rush, sponsors various extreme sports competitions, including the World Rally Championship, Formula 1 Water-Motor, Drag Racing and many others.
Drink history
Initially, an energy drink was sold only in the Netherlands. After some time, production was launched in Poland. The capacity was a 12 oz glass bottle (340 ml). Over time, it was replaced by aluminum cans.
Later, under the same brand, the production of the Light version of the drink with a minimum sugar content began, and the Red Devil Energy Gum caffeinated chewing gum production line was also launched. Following market success, Red Devil has become the sponsor of many racing teams.
In February 2004, the Happyland company, led by Olga Kurbatova, received the right to dispense a drink in Russia. In 2007, the drink appeared in the United States. Together with Impulse One, a new formula was developed specifically for sale in the states. A new capacity 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, the 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 cities in Australia. In June 2010, small-scale sales of the drink were launched in Norway as a test. After its success, a full-fledged sale of the drink was opened on the Norwegian market in January 2011.
Red Devil in Russia
The product began to lead 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 passed ahead Adrenaline Rush (41.8%), Red Bull (23.9%) and Burn (14.4%).
Still lower was another Happy Company drink - Jaguar. Its popularity plummeted to 3%. To this day, the share of sales of domestic Red Devil in the market is extremely small in comparison with the shares of its foreign competitors. This is mainly attributed to the wrong positioning of the drink - it was promoted as a "club", unlike its Austrian competitor Red Bull, which was originally positioned as an "invigorating drink." From here a smaller mass turnover was formed. The bulk of the goods is sold through the HoReCa system.
In 2015, in connection with the established laws on the sale of alcoholic beverages from the Russian shelves, the alcoholic version of the product disappeared. The Red Devil soft drink is still sold in many stores, albeit in much smaller quantities compared to the first years of sales.
Composition
The approximate volume of the components of the drink "Red Devil" with recalculation per 100 grams of product:
- Carbohydrates - 12.5 g.
- Taurine - 30 mg.
- Caffeine - 30 mg.
- Ascorbic acid (C) - 24 mg.
- Niacin (B3) - 6 mg.
- Pantothenic acid (B5) - 2.4 mg.
- Riboflavin (B2) - 1 mg.
- Pyridoxine (B6) - 0.8 mg.
The total energy value is 52.8 kcal. The average volume of caffeine per standard European can (340 ml) is 115 mg.