effect® energy drink: top 3 in Russia

MBG Group on the path to success with German energizer


Magnificent success for the German-based MBG International Premium Brands: Right now, effect®, the group’s own brand, is number three in the energy drinks segment in Russia, meaning that it is ahead of its strong competitor Red Bull. With a sales volume of over 100,000 hectolitres, the energy drink – developed in Germany – is right behind the Russian brand Rush and the US brand Burn. Thanks to this great success in Russia, MBG is now also preparing to enter the Kazakhstani market with a local production plant. Alongside effect®, plans are under way to also launch other non-alcoholic MBG drinks there.


Already since 2008 the international beverage manufacturer has been working together with the biggest private brewery group in Russia. The Moscow Brewing Company (https://www.mosbrew.ru/) has managed to distribute effect® successfully for five years now and ensure a high level of brand recognition for the mental energizer in a very short time.


“In this country, effect® is the highest-growth brand and number two in the energy drinks segment. We are all the more pleased that we are also achieving such great success with a German brand in Russia”, emphasises Andreas W. Herb, Managing Director of the MBG Group.


By entering into the Kazakhstani market, the beverage manufacturer is systematically continuing to pursue its international expansion strategy. “We are convinced that we will be successful in the growth market of Kazakhstan with effect® and our other non-alcoholic MBG drinks, and generate important momentum for restaurateurs and wholesalers”, says Mr Herb.


The mental energizer – developed in Germany
In recent months, effect® has grown to be a sure-fire revenue generator, with sales volumes rising by a disproportionate 28 per cent. At present, the global market volume for energy drinks stands at around 69.2 million hectolitres. “While the Asian and North American markets make up 63 per cent of worldwide consumption, the EMEA region still has considerable sales volume potential”, according to Mr Herb.


The Paderborn-based brand creator already distributes effect®, with its typical energy flavour and the emphasis on „developed in Germany“, in 55 countries throughout the world. The original energy drink is packaged internationally at 13 sites. High quality standards and seamless logistics are guaranteed for local markets on all five continents. Introduced in 2002, the effect® brand has established itself as the trendsetter in recent years.


For MBG, the clear brand profile and an intelligent packaging strategy have paid off over the last few years. effect® with its purist design featuring 15 striking red dots in the logo offers a targeted and channel-optimised packaging variety. Mr Herb is pleased to state that “We are the only premium brand able to deliver large bulk packs also at different prices”.



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