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BURN ENERGY DRINK TO CAUSE A STIR-UP

Yesterday the 18th 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 even more competition to the energy drinks market and got major brands failing to compete head-to-head as they couldn’t follow headlessly to the financially infeasible trends led by rookie brands.

The CCBSA move to extend Burn Energy Drink to the South African market is yet to be tested. While I could personally testify of the premium taste and wicked energy boost from Burn, the brand will add to the growing competition in the energy drinks category and is sure to refuel the excitement amongst the consumers. The possible drawback could be that Burn has a potential to hurt the sales growth and market Share of Coke’s very own PowerPlay and Monster.


Be sure to look out for Burn on retail shelves, kiosks as spaza’s from today forth. Try it out and be the judge. You’ve got the power.

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