The owner of the Old Miller from the Barrel and Velkopopovický Kozel brands, AB InBev Efes, the brewer, has launched Volt Energy energy drinks. This was reported to RB.RU by a company representative.

AB InBev Efes brewery began producing energy drinks

The new brand is represented by a line of four flavors: original, orange-passion fruit, blueberry-pomegranate and mango-lime.

Volt Energy is produced at a plant in Ivanovo. The drink belongs to the medium price segment and will be presented in a 0.45 liter aluminum can with a minimalist design.

Energetik is already available in several points of sale, in the second quarter of 2023 it will be presented in all sales channels at the federal and regional level.

  • According to Nielsen data for 2022, energy drinks are one of the fastest growing beverage categories in Russia, both in value and volume. The segment is showing double-digit growth year on year and grew by 15% in 2022. The market volume amounted to 105 billion rubles in monetary terms and about 6.5 million hectoliters in real terms, which is comparable to the full capacity of the strong and unfiltered beer segments.
  • AB InBev Efes appeared in 2018 after the merger of Anadolu Efes and Anheuser-Busch InBev in Russia and Ukraine. By the end of 2019, the company took a leading position in the Russian beer market, overtaking Carlsberg in terms of market share. The company’s brands include BUD, Spaten, Stella Artois, Klinskoye, Old Melnik from a Barrel and others. In January 2022, AB InBev Efes entered the Russian cider production market.

Author:

anastasia mariana

Source: RB

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