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Energy Drink Marketers Look To Women To Grow Brands

June 17, 2017: 12:00 AM EST
Smart, targeted advertising to young British males has boosted sales of sports and energy drinks packed with sugar and caffeine to $1.7 billion, the energy segment accounting for lion’s share. Sector can’t depend on young guys for growth, however, hence need to broaden advertising themes beyond alcohol, fast cars, women, video games and music. New targets include older, more affluent shoppers, and women. Advertising to latter mainly emphasizes no- or low-sugar, and zero-calorie variations, a tactic applicable to mainstream beverage marketing as well. [ Image credit: © Purdey's  ]
Daniel Selwood, "Something for the ladies? Energy drinks category report 2017", The Grocer, June 17, 2017, © William Reed Business Media Ltd.
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