Battery energy now also from a bottle

The energy drink market's target group in Finland has grown up over the past 10 years. A youthful image continues to stamp the product group, but now most energy drink consumers are adults. Approximately 60% of the 1.6 million energy drink consumers enjoy the beverage more than once a month. Of this group, 74% are over the age of 18 (TNS Atlas 2008).

"Use situations are also different and there are now more of them than previously. Energy drinks found their way from the techno parties of the 1990s to office coffee breaks, and also became popular pick-me-ups for professional drivers and students. These new kinds of use situations demand new packaging characteristics," Marketing Manager Jori Manninen states.

"The bottle is an excellent alternative when the energy drink is enjoyed behind the wheel or moving about. The bottle can be resealed if desired, so the drink won't spill. The reclosable energy drink bottle goes wherever you want to go. The energy drink can be taken from the same bottle on the morning and afternoon," Manninen suggests. 

The Battery recyclable plastic bottle is a deep shade of black. Its design has sought to express the brand's associated characteristics: technology and energy. Thanks to its shape and larger-than-usual (38 mm) mouth opening, the bottle is sturdy and more "Battery-like".

The can continues to be Battery's primary form of packaging. For the time being only the original Battery Energy Drink will be sold in bottles.

The power of Battery energy drinks is based on coffee and guarana extracts as well as taurine. Stimulating energy drinks should not be ingested before bedtime. Battery is not recommended for children, expectant mothers or caffeine-allergics. The maximum recommended consumption is 3 cans or 2 bottles per day.

Battery Energy Drink 0.45-l KMP, distribution begins 22 September 2008.

Since 1997

Battery Energy Drink, a Sinebrychoff innovation, began to conquer Finnish and export markets in 1997. Currently the drink is available in 35 countries on 6 continents. The latest launch was implemented during the autumn in Serbia, Croatia and Bulgaria in co-operation with Carlsberg. Battery has been the AT&T Williams Formula 1 Team's official energy source since January 2006.

The Battery product family

Battery Energy Drink - The genuine and original vitaminised energy drink. Packages: 45-cl recyclable plastic bottle and 33-cl can.

Battery Stripped - A vitamised, sugar-free energy drink with only one-tenth the calories - but just as much power - when compared to other Battery energy drinks. Package: 33-cl can.

Battery Heat - A vitaminised energy drink with a touch of cranberry and a warming after-effect achieved with chilli aromas. Package: 33-cl can.

_____________________________________________________________________

Further information:

Marketing Manager Jori Manninen, Tel. +358 (0)9 2949 9469 or GSM +358 (0)400 826 628, jori.manninen@koff.fi

Communications Manager Terttu Niutanen, Tel. +358 (0)9 2949 9411, GSM +358 (0)40 747 5687, terttu.niutanen@koff.fi

______________________________________________________________________