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Yesterday the 18 th of April 2017, Coca-Cola Beverage SA (CCBSA) launched Burn Energy Drink at their Sales & Production camp in Durban’s Phoenix. With the advent of novice brands like Dragon Energy Drink into the South African market, it is clear why CCBSA had to bring Burn Energy Drink into the South African soil. A significant percentage of the South African consumers are price sensitive. While brands like Monster, PowerPlay and RedBull enjoy a fair and stable market share, the rapid prominence of Energy Drinks in South Africa got a majority of newer brands capitalizing on consumer price sensitivity and hence enjoying a favorable market share then their premiere counterparts who initially prioritized quality, taste and stimulating effects of energy drinks. For a good five years, Dragon Energy Drink, produced by Kingsley Beverages and imported from the UK, has been the pain in the a$$ to major brands like RedBull, PowerPlay and Monster, the dominance of Dragon invited e...

Just when we thought the energy drinks category couldn’t get more exciting in South Africa, Coca-Cola is set to launch an attack on novice brands that seem to be favored by the low-income earners in the country. Coca-Cola Beverage SA, already distributing two highly competitive brands that are head-to-head with RedBull Energy, is yet to introduce Burn Energy Drink that is set to kick novice players like Dragon & Score Energy Drinks off the beverage shelves. While some of us could perceive Burn Energy Drink as entirely new brand, a simple Google-Search reveals the brand has been in the market since 2011 and has a grand foot-print in the UK and countries like Netherlands and Brazil.  The brand will invade a niche currently dominated by Dragon, Score, Reboost, Refreshhh and Elite Energy Drinks to name but a few. Consumers will be met with the shock of their lives when they initially confuse Burn with MoFaya Energy Drink, an underdog co-founded by Sibusiso Leope, ...