V to stimulate British market

By DITA DE BONI

A legal green New Zealand stimulant is about to hit Britain in a grab for a piece of its $1 billion energy-drink market.

Frucor Beverages will launch its drink V in Britain on May 1, a move managing director Mark Cowsill describes as an enormous opportunity for a springboard into mainland Europe.

"Of all the European markets, the UK is the most underdeveloped. So our timing is very good and we see the possibility for lots of market growth."

However, Britain sits geographically at the doorstep of market leader Red Bull, manufactured in Austria. Mr Cowsill concedes V will enter the market on the "lower rung of the ladder," but says it will be positioned as a mainstream, afternoon pick-me-up.

Red Bull is aimed at nightclubs, bars and the rave scene.

Frucor will supply around 45,000 British outlets, including small retailers and service station chains that stock the brand in their sister businesses in New Zealand, Australia and South Africa.

Mr Cowsill will not speculate on the sales potential of the British market, but predicts total sales of $100 million next year, most coming from the product's success in Australia.