Go faster drinks go faster

Sector trend data shows that glucose and stimulant drinks overtook juice drinks to become the third biggest take-home soft drink type, despite their premium price tags. Sales of glucose and stimulant drinks topped £520 million in 2008, up by 12% over 2007, according to Britvic's new soft drink report. Volumes, too, were up by 12% to 255 million litres, giving them just 4% of the take-home market by volume but 9% by value thanks to their higher prices. Moreover, even though sales growth was down from 25% the previous year, it was the only category to record double-digit growth in 2008. Leading energy drink Red Bull sales reached £178 million while Coca-Cola's Relentless brand became a credible rival with a 110% leap in sales to £40 million. However, with sales of £228 milion, the Lucozade range remained overall category leader.