Red Devil Energy Drink is a premium
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 ...
brand that was formulated in Netherlands in 1995.
Marketing
Red Devil has an aggressive marketing strategy throughout the world. Their slogan is "The Taste of Energy" is translated into many languages in numerous countries. Red Devil mainly focuses on sponsoring many forms of racing including
World Rally Championship
The World Rally Championship (abbreviated as WRC) is an international rallying series owned and governed by the Fédération Internationale de l'Automobile, FIA. Inaugurated in 1973, it is the oldest FIA world championship after Formula One. E ...
,
F1 Powerboat World Championship
The Formula 1 Powerboat World Championship (also F1) is an international motorboat racing competition for powerboats organised by the Union Internationale Motonautique (UIM) and promoted by H2O Racing, hence it often being referred to as F1H2O. ...
,
drag racing
Drag racing is a type of motor racing in which automobiles or motorcycles compete, usually two at a time, to be first to cross a set finish line. The race follows a short, straight course from a standing start over a measured distance, mos ...
, and various other types of open wheel, touring car, motorcycle, and stock car racing.
In Europe
Red Devil originally was produced in a 12oz glass bottle and eventually made its way into a 12oz can. The company also produces Red Devil Light and even begun making Red Devil Energy Gum. The company's huge success in Europe is credited with their massive marketing campaign with successful racing teams.
Like its competitor
Red Bull
Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand, behind Coca-Cola and ...
, Red Devil is now sold primarily in 250ml slim cans in the UK. The Drink is popularly mixed with vodka in bars and clubs. It's also now available in large cans of 440ml (in certain shops) and in 500ml in Finland.
Expansion
In late 2007, Red Devil formed a strategic partnership with
Impulse One and started their expansion into the
United States
The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
. They formulated a new version of Red Devil specifically for the U.S. market in a 16oz can which is a bit more sweet and has more of a berry-like taste. Along with the original flavor of the drink, they have also released a Red Devil Light, their sugar free U.S. version.
Red Devil Racing sponsored HL Motorsports, an
ARCA race team. In August 2008, Red Devil was released in Australia although at the moment is only available in limited areas. In June 2010, Red Devil was released in Norway, in test- and pre-sales at the moment only available at 7-11 and MIX. The major release is estimated to January 2011.
References
*https://www.marketingweek.com/britvic-soft-drinks-buys-red-devil-energy-drink/
*https://www.marketingweek.com/britvic-hands-hicklin-slade-4m-red-devil/
*Rogers E. Sweet Cred extends into supermarkets. Marketing (00253650). March 2004:10. Accessed May 25, 2025. https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=12704007&lang=ru&site=eds-live&scope=site
*Batchelor D. Crunch Time for Fink. Australian Auto Action. 2009;(1343):28. Accessed May 25, 2025. https://search.ebscohost.com/login.aspx?direct=true&db=f6h&AN=43427455&lang=ru&site=eds-live&scope=site
*Theodore S. New products. Beverage Industry. 1998;89(5):14. Accessed May 25, 2025. https://search.ebscohost.com/login.aspx?direct=true&db=f6h&AN=936763&lang=ru&site=eds-live&scope=site
External links
*
SirEJStore Site
{{Authority control
Energy drinks