Energy drinks contain ingredients to boost mental acuity and physical energy. They are available in the form of mixers, shots, and carbonated drinks, depending on their ingredients and intended results. Proprietary recipes can be targeted to meet specifications for popular diets such as those that demand sugar-free or organic items. Women between the ages of 18 and 35 make up almost 40% of customers in this industry, with men in the same age range also comprising many customers.
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It’s a fact of life in this industry that your products will not appeal to all demographics. For example, young children shouldn’t consume most energy drinks, given the ingredients that make up the product. Likewise, energy drinks won’t appeal to much of the retired community. So, you are serving buyers between those two age extremes, and you need to ensure your marketing and product positioning reflects that reality.
Choosing the Right Channels
It would be a shame to waste your marketing efforts on channels that will not put your product and message in front of the right crowd. The audience for energy drinks is an active one, so finding opportunities to present your product to active and busy people is something you can’t pass up. Sporting events are great for this purpose, but that’s just one of many possibilities.
What Makes You Different?
Energy drinks are not hard to find today. Every convenience store and grocery store will have plenty of them available, so you’ll need a marketing message that sets your product apart from the rest. So what is it about your drink that is unique? Why should consumers turn to you for the energy they need day after day? Identify your sales angle and make it clear in all your marketing materials.
Dial-in the Branding
An energy drink brand should be fun, exciting, and interesting. Nothing is boring about this type of product, and your brand shouldn’t be boring, either. If you are going to resonate with the audience you want to serve; you’ll need first to create a brand that aligns with that audience’s lifestyle, goals, and worldview. It can be hard to create a compelling brand image, but that work is just as important as the drink itself.
Owning an energy drink business requires staying up to date on changing trends in health and wellness, along with consumer preferences for taste and convenience. As the owner of an energy drink franchise, you gain the advantage of access to franchise training and marketing that ensure your products are on trend and in demand. Explore our energy drink franchises to find out more.
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