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THE HISTORY OF 'V'
The Energy Drink category first started booming in Europe and Asia. "Red Bull" is widely accepted as the largest and first brand to recognise the need to provide people who lead a busy lifestyle with a boost of energy and vitamins in one swift (non alcoholic) hit.
Frucor Beverages Ltd is a New Zealand-based manufacturer and marketer of innovative beverages. Noting these international trends, Frucor's launched 'V' in New Zealand in August 1997. 'V' turned the Energy Drink market on its head - delivering all the pick-me-up qualities of Caffeine and Guarana in a brand designed specifically for daytime use.
'V' has already become the leading Energy Drink in New Zealand and Australia; in NZ it accounts for around two thirds of sales. As a result of 'V's launch, Energy Drink consumption per capita in NZ is one of the highest in the world, estimated at over 3 litres per year.
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