The History of
Sports/Energy Drinks
By Judah Dean Abbey
Introduction
Sports 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 - 1962
•
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 contains:
1990 - 10 billion cumulative
shipments achieved.
2004 - 20 billion cumulative
shipments achieved.
Taurine (1000mg), Inositol (50mg), Nicotinamide (20mg),
Vitamin B1 nitrate (5mg), Vitamin B2 phosphate (5mg),
Vitamin B6 (5mg), Anhydrous caffeine (50mg).
GATORADE
1965
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 has about 86%
share of the market for
sports drinks with
estimated annual sales of
$750 million.
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.
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.
Red Bull is the UK's number one energy
drink with a 29% share of the market.
Over 30 billion cans of
Red Bull have been
consumed- more than 4.2
billion in 2010.
POWERADE
1988
•
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
ROCKSTAR
2001
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.
RELENTLESS
2006
•
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.
The Relentless International
North West 200 is Ireland’s largest
outdoor sporting event, attracting
crowds in excess of 100,000
Relentless Energy Drink supports core sports,
motor sports and modern rock music.
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.