Beverage brand owners should diversify energy drink offerings now or risk falling behind competitors in the future, industry official says

LOS ANGELES , November 17, 2011 () – Marc-André Schöppner, senior product manager for energy drinks at Doehler Group Ltd., said that beverage brand owners should diversity their energy drink product lines now, or risk falling behind their competitors in the future, BeverageDaily.com reported on Nov. 17.

According to Schöppner, companies that delay diversifying their energy product lines forfeit the chance to become an early mover in the market and risk trying to entice consumers with new products at a time when the energy drink market has already been saturated with a plethora of differentiated products.

Schöppner said the current concept of an energy drink is very loosely defined, which allows companies to diversify their energy drink product lines quite easily. In the future, he predicted, different kinds of energy drinks will become far more cross-category with “your energy carbonate, your fruit splash, energy juice [and] energy beer.”

The primary source of this article is BeverageDaily.com, Montpellier, France, on Nov. 17, 2011.

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