Energy Drink Segment Growing Healthily, Says Red Bull Malaysia

GEORGE TOWN (Penang, Malaysia), July 3 (Bernama) -- The energy drink segment in Malaysia is growing at a healthy rate of between five and seven per cent annually, according to Red Bull Malaysia, which has over 40 per cent market share. "The energy drink category is still very much in its developmental stage. More players coming to the market will increase the category growth," Executive Director Jyn Weehe told reporters after announcing the Red Bull Monkey Run at Straits Quay here Tuesday. He said with the investments on the brand and Red Bull being a global brand, the company will always remain the No. 1 energy drink company but also welcomes competitors to develop the segment in Malaysia. The challenge for Red Bull Malaysia, he said, is to energise more people and encourage fun and sporting activities to get people to feel the energy and experience the energy drink. Red Bull Malaysia is the official importer of Red Bull energy drink from TC Pharmaceutical Industries Co. in Thailand, while F&N Beverages Marketing Sdn Bhd is the official national distributor. Red Bull, the leading energy beverage brand, is said to improve concentration and revitalise the body and mind, stimulate mental and physical alertness as well as boost the body's stamina. Red Bull Malaysia is offering prizes of up to US$4,759.26 (RM15,000) to viewers of the Red Bull Monkey Run semi-finals on July 8 and grand finals on July 14 and 15. -- BERNAMA