Volt Energy

2023: Launch Announcement in Russia

At the end of January 2023, it became known about the decision of AB InBev Efes (brands Hoegaarden, Stella Artois, Velkopopovicky Kozel) to start selling energy drinks in Russia. For these products, the brewing company chose the Volt Energy brand.

Maria Dementieva, Marketing Director of AB InBev Efes, told RIA Novosti about AB InBev Efes' entry into the Russian energy market. According to her, these drinks will appear in stores in March 2023, and in a few years it is planned to enter AB InBev Efes among the market leaders in the Russian Federation.

Volt Energy Energy Drink

The drink will be poured into 0.45 liter aluminum cans. So far, the line will include four flavors - original, passion fruit orange, pomegranate blueberries and mango lime. In the future, the company hopes to launch the bottling of power engineers without sugar content.

Dementieva noted that all products of the company, including power engineers, are promoted and advertised exclusively to an adult audience, while the corresponding labeling is also placed on all advertising materials at sales locations.

Of course, when using power engineers, as well as any other tonic drinks containing caffeine, it is important to adhere to the recommended consumption standards, as well as take into account the individual characteristics of the body, she added.

Since 2019, the energy segment has been one of the fastest growing on the market: energy sales in 2022 amounted to 105 billion rubles in cash and about 6.5 million gl in volume terms, which is equal to the total capacity of the unfiltered and strong beer segment, Dementieva said. According to her, power engineers are almost equally used by both men (55%) and women (45%), and the main consumer categories are students, office employees (the so-called "white collar") and workers engaged in physical labor.^[1]

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