Red Devil Energy Drink
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| Red Devil | |
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 Product logo |
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| Type | Energy Drink |
| Manufacturer | Red Devil Energy Drink |
| Country of origin | Netherlands |
| Introduced | 1995 |
Red Devil Energy Drink is a premium energy drink brand that was formulated in Netherlands in 1995. Since then the beverage has become the #1 energy drink in Russia, and #2 in the E.U. In 2002 Red Devil was purchased by Britvic and is now the #2 energy drink in the U.K. It is now distributed in over 60 countries and is beginning its expansion into the U.S.
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[edit] Marketing
Red Devil has an aggressive marketing strategy throughout the world. Their slogan is "Taste the Energy" is translated into many languages in numerous countries. Red Devil mainly focuses on sponsoring many forms of racing including World Rally Championship, F1 Powerboat World Championship, drag racing, and various other types of open wheel, touring car, motorcycle, and stock car racing.
Attending most of Red Devil's public events are the popular "Red Devil Dolls", a group of beautiful girls dressed in low cut shirts, skin-tight shorts, and devil horns.
[edit] 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 companies huge success in Europe is credited with their massive marketing campaign with successful racing teams.
[edit] Expansion into the U.S.
In late 2007, Red Devil formed a strategic partnership with Impulse One and started their expansion into the United States. 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 currently sponsors HL Motorsports, an ARCA race team.
[edit] Headshot Energy Shot
Impulse One is also distributing the newest addition to Red Devil, Headshot Energy Shot. This 4oz can of pure energy is quickly becoming a hot item at Wal-Mart where it began distribution in late February 2008 and is being sold at the check out line. It is available in 3 flavors: original, blueberry slam, and apple slam, and packaged in a small plastic bottle. The product is becoming increasingly popular among the video gaming community.
