A new Ready-To-Drink variant with effect® BLACK AÇAÍ and the successful premium vodka from 9 MILE is now being launched on the market.
The “Ready-to-Drink” (RTD) market has developed dynamically in recent years and is becoming increasingly important. The High Quality Energy Drink effect® also discovered the opportunities in this segment early on and launched the first premix with Vodka & Energy in 2010. Today, effect® ranks fourth among all mixed spirit drinks without cola and is therefore the leading premix with an energy drink component. To push the segment even further, effect® is now launching another RTD variant with the fruity effect® BLACK AÇAÍ and 9 MILE Vodka in the practical 0.33 litre can – effect® VODKA & AÇAÍ.
Mixed spirit drinks without cola – Turnover converted
| Top-Seller mixed drinks without cola (Total) | Turnover converted (0,7 litres) | |
| 1 | GORBATSCHOW | 2.192.086 |
| 2 | GORDON’S | 2.184.026 |
| 3 | JACK DANIEL’S | 1.755.432 |
| 4 | EFFECT | 1.284.406 |
| 5 | JIM BEAM | 843.966 |
| 6 | GOLDBERG & SONS | 787.808 |
| 7 | SMIRNOFF | 682.219 |
| 8 | PITU | 681.968 |
Source: The Nielsen Company, Total Market without private label brands: LEH + DM + C&C + TAN, Moving Annual Total until KW 09/2020
The effect® energy drink with the açaí berry tastes fruity and is reminiscent of cranberry and wild berries. In combination with 9 MILE Vodka, the main aromas of effect® BLACK AÇAÍ are brought even more to the surface. The alcohol content of the premix cans is 10 percent.
Both RTD cans are convincing in terms of taste and appearance: the cans are designed in the typical effect® design. 15 striking red or red-silver dots adorn the dark cans. The varieties differ from one another in their clear lettering and colouring.
