The rapid growth of the energy-drink industry over the last 25 years has resulted in originally non-energy drink companies to expand into this sector.
Recently, the famously Scottish fizzy drink Irn-Bru has announced they will be introducing an energy drink on 1st July 2019. Marketing director Adrian Troy stated, ‘[the energy drink market] is exciting and we’re confident Irn-Bru Energy will wake up and shake up energy drink fans in Scotland and beyond’.
From 2012 to 2017 this market grew 19% with revenue exceeding £200 million in value in 2017 due to an increase in athletics and sports persons. However the largest consumer demographic being young adults which are mainly either first-time job employees, students or clubbers – looking for a way to easily regain energy and increase stamina quickly – whilst being legal!
It’s great to see ‘Scotland’s other national drink’ expand its roots into a new growing sector of the UK market. If you are a company looking for employees in drink industry or are a potential candidate looking to move within or into this sector, ask Alexander and we’d be happy to help you!
– Susannah Law, Resourcing & Marketing Assistant