Live+ is an

energy drink An energy drink is a type of non-alcoholic psychoactive functional beverage containing stimulant compounds, usually caffeine (at a higher concentration than ordinary soda pop) and taurine, which is marketed as reducing tiredness and improving pe ...

marketed to

New Zealanders New Zealanders are people associated with New Zealand, sharing a common History of New Zealand, history, Culture of New Zealand, culture, and language (New Zealand English). People of various ethnicities and national origins are citizens of Ne ...

by Monster Beverage Corporation. It was originally known as Lift+ or Lift Plus and created and produced by

Coca-Cola Amatil Coca-Cola Amatil Limited (CCAL) was an Australian bottler of non-alcoholic beverages that existed from 1904 to 2021, when it merged with Coca-Cola European Partners to form Coca-Cola Europacific Partners. It was one of the largest bottlers of ...

based on the

soft drink A soft drink (see #Terminology, § Terminology for other names) is a class of non-alcoholic drink, usually (but not necessarily) Carbonated water, carbonated, and typically including added Sweetness, sweetener. Flavors used to be Natural flav ...

Lift Lift or LIFT may refer to: Physical devices * Elevator, or lift, a device used for raising and lowering people or goods ** Paternoster lift, a type of lift using a continuous chain of cars which do not stop ** Patient lift, or Hoyer lift, mobile ...

History

The brand, originally known as Lift Plus was which was introduced to New Zealand in 1999. The brand over the years has seen an extensive marketing campaign, especially on the television show "Pulp Sport". The slogan for Lift Plus was "Sharpen Up!" until mid-2011 when the new Lift Plus Extra Strength was launched and the slogan was changed to "wake up your buds" and "choose your level". The choose your level slogan refers to the fact that Lift Plus Extra Strength has 32 mg/100 mL of caffeine when the Original Lift Plus has 14 mg/100 mL. In 2011, Coca-Cola Amatil claimed that Lift Plus and the Mother energy drink had a combined share of 20 per cent the New Zealand energy drink market or 3.7 per cent of the non-alcoholic ready-to-drink market. In 2018, the name changed from Lift+ to Live+ and ownership was transferred from

to Monster Beverage Corporation. The drink was also available in Australia from 1999 to 2003, leaving many Australians disappointed with its replacement “Recharge by Sprite” which was short lived.

Varieties

LIVE+ Original Citrus The original drink in the range, previously known as Lift Plus Original and LIVE+ Persist LIVE+ Zero Sugar formerly known as Lift Plus Sugarfree, Lift Plus Zero and LIVE+ Ascend LIVE+ Tart Apple formerly known as Lift+ Green and Live+ Ignite LIVE+ Watermelon A new flavour entered the market in April 2022 Lift Plus Extra Strength A discontinued Extra Strength version of the original Lift Plus drink.

References

{{Coca-Cola brands Energy drinks Coca-Cola brands

History

Varieties

See also

References