The History of Sports/Energy

Drinks

The History of Sports/Energy

Drinks

By Judah Dean AbbeyBy Judah Dean Abbey

IntroductionIntroductionSports drinks are drinks which help metabolically stimulate the body and nervous system regenerating lost Carbohydrates, Electrolytes and fluids. However a modification of sports drinks have been created over time to increase the energy boost by increasing the sugar and caffeine content. These drinks are known as energy drinks and are now said to be one of the largest growing sectors of the soft drink industry. The UK energy drinks sector is currently worth over £419 million and makes up 75% of all performance drink sales.

When it began

• Lipovitan- D was designed by a pharmaceutical company with the aims to boost energy reduce fatigue and supplement nutrition. with recommendations of 100ml per day for 15+

Lipovitan D - 1962

1990 - 10 billion cumulative shipments achieved.

2004 - 20 billion cumulative shipments achieved.

Lipovitan contains:Taurine (1000mg), Inositol (50mg), Nicotinamide (20mg), Vitamin B1 nitrate (5mg), Vitamin B2 phosphate (5mg),

Vitamin B6 (5mg), Anhydrous caffeine (50mg).

GATORADE1965

1969 - Gatorade became the official drink of NFL

• Gatorade was invented in Florida specially designed for the University of Florida’s football team: Gators. The aim was to replenish carbohydrates and electrolytes lost during game.

This scientific project was successful and the Gators won the Orange bowl due to the enhancement of which the energy drink provided.

Gatorade is the sports drink chosen by more professional athletes than any other brand in

America.It's the drink chosen by the NBA, NFL and the British Cycling here in the UK. Gatorade has about 86%

share of the market for sports drinks with estimated annual sales of $750 million.

RED BULL (1982)

• Dietrich Mateschitz had idea in Hong Kong, combining sugar and caffeine formulating Red Bull. The Austrian sold Red Bull introducing Energy Drink on the Austrian market in 1987 and the popularity of Red Bull quickly spread in Europe and a decade later appeared on the U.S. market.

Over 30 billion cans of Red Bull have been consumed- more than 4.2

billion in 2010.

Red Bull is the UK's number one energy drink with a 29% share of

the market.

POWERADE1988

• Powerade is a creation by the Coca-Cola company. It provided competition for the existing Gatorade in the United States and now has grabbed about 22% of the United States market in its category. In 1990, Powerade became the official sports drink of the Great Olympics

In 2007, the Coca-Cola-owned Powerade made more than $250

million in sales

Powerade has also doubled its spending on advertising to $24 million in comparison to that

of 2009.The aim of this is to widen the appeal to everyday sports enthusiasts and make

the drink part of the consumer's sporting routine.

LUCOZADE ENERGY/SPORT

• Lucozade existed as a medicinal supplement to increase energy of ill patients in hospitals in 1927. It was later rebranded and advertised as an Energy drink in 1983. Lucozade Energy increases concentration, focus and alertness as it contains a high concentration of mono and disaccharides such as glucose and sucrose.

• Lucozade Sport is an isotonic sports drink which has been proven to sustain the level of energy 33% longer. These results were published in the Journal of Sports Science in 1995.

• Lucozade uses the cinema, press, online and radio advertising to reach out to their target audience

The first TV advertisement to launch Lucozade Sport

featured John Barnes, the UK footballer

ROCKSTAR2001

Based in Las Vegas, Rockstar was formulated in 2001 with the aims to increase energy levels of active lives with the main focus on modern live bands and athletes.With a large variety of flavours Rockstar has gained the attention of young teens as well as college students who participate in active events thus increasing their sales values.

RELENTLESS2006

• A creation by the Coca Cola Company in 2006, Relentless is a sweet tasting energy drink contained in a 500ml can. Their slogan : No half Measures corresponds to the volume of which other energy drinks are provide ;mainly focusing on the original Red Bull 250ml can.

• Relentless has had sudden increase in sales : 28% during the late months of 2010.

Relentless Energy Drink supports core sports, motor sports and modern rock

music.

The Relentless International North West 200 is Ireland’s

largest outdoor sporting event, attracting crowds in excess of

100,000

Distribution of energy Drinks

• Energy drinks come in many forms the most popular and modern for today are bottles, cans, shots, tablets.

• They are advertised through television, the internet, Print - magazines and newspapers as well as radio.

• Influences: Design, Bottle Structure, Lable, Colour schemes.