The “Miami Beach Energy Drink” brand is now owned by Safimm Invesstisements S.A., a company based in Geneva, Switzerland. It is registered in the Canton of Geneva Trade and Companies Register, with a capital of CHF 500,000. Safimm Invesstisements S.A. holds all the worldwide distribution licences and directly markets it's brand in Switzerland, France, Germany, etc.
An energy drink is a beverage designed to restore energy to it's consumer hrough a mix of different ingredients including caffeine, series B vitamins, inositol and glucuronolactone. However, the main ingredient is caffeine, taken from guarana extract, which acts as a powerful stimulant. It's sweet taste, similar to that of fizzy drinks, makes it popular with not only teenagers and young adults but also those in their forties and older people keen to preserve a certain dynamism in a variety of situations and seasons, who prefer it to coffee, tea and other classic drinks. 35% of consumers are over 35, and this proportion is increasing; but young people and those with highly active, busy lives are the leading consumers at present. The energy drink market has been growing steadily since the early 2000s, rising from US$ 200 million in 2002 to US$ 1 billion in 2007. The world market represents more than 12 billion cans produced each year. Of these 12 billion, 3 billion are so-called "lifestyle" drinks like “Miami Beach Energy Drink” and “Red Bull”. The remaining 9 billion are so-called "functional" energy drinks and are mainly consumed in the Asian market. Source: Wikipedia. For example, more than 22 million litres of energy drinks are consumed every year in France, where these drinks still post considerable growth of +44.7%, representing some €100 million in turnover (source: IRI in CAM at P1 2010). As a comparison, the French market generates as high a turnover as tea drinks (€97.5 million at +1% in 2009) and represents twice the volume of vegetable juices (€16.9 million at +1%). It is true that there is no comparison with the markets worth billions for fizzy non-alcoholic cold drinks, waters and fruit juices, respectively at +7.1, -0.1 and +6.7% in value compared with 2008, but the number of references and the age of the market are obviously not the same. Sources: LSA No 2128 - March 2010.
The relationship between the individual and the drink is very important. Miami Beach Energy Drink is not just an energy drink, it is a beverage that you can drink to help with mental and physical fatigue. It's consumption helps to increase endurance, and makes a person more alert and reactive. In a more general way, Miami Beach Energy Drink helps to deal with everyday challenges: work, leisure and sport. We can identify three stereotypes:
- hard workers
- clubbers of all ages
Athletes take their sport very seriously; in other words, they want to give their very best. We can thus say that Miami Beach Energy Drink will be an integral part of their lifestyle. In this case, it will be a means for them to improve their endurance and speed. Hard workers: this category concerns all those who have to perform at 100% in their work, like managers. Working people who do not want to drink coffee during a break are thus regular consumers of Miami Beach Energy Drink. Clubbers are a fairly new category, because people only recently discovered that energy drinks could be used with alcohol. Young people who like going out are thus particularly keen on Miami Beach Energy Drink.
In Japan, the energy drink phenomenon goes back to the Sixties at least, with the market launch of Lipovitan, similar to Miami Beach Energy Drink. Most energy drinks in Japan are not like fizzy drinks at all, but are sold in small brown glass containers resembling medicine bottles. These drinks, which are also produced in South Korea, are mainly aimed at businessmen to help them work long hours or stay awake in the evenings at home. In the UK, Lucozade began being marketed in 1929 as a drink that "aided recovery" from illness. In the early Eighties, it was sold as an energy drink that "replaced lost energy". In Europe, energy drinks began to emerge through the work of Dietrich Mateschitz, an Austrian entrepreneur who developed Red Bull, based on a Thai drink called Krating Daeng, itself based on Lipovitan.
It's style and highly fashionable name, with all the connotations of the name “Miami Beach”, have an immediate impact on potential consumers, who become supporters of the drink very easily. The brand is promoted through various partnerships with bars, discos and “in” restaurants, and by sponsorship for events and festivals. Tasting stands and "Miami Beach” hostesses are systematically provided to enable people who are just becoming aware of the brand to try it out. The association of the product's name with it's taste and quality is implicit. In 2010, over CHF 500,000 was invested in Switzerland to promote the brand, and almost as much in marketing. The brand's website acts as a support for these partnerships, and regularly publishes photos of the events organized. It also proposes a schedule of evening events and an official podcast, which in addition is referenced on the world iTunes platform. Miami Beach Energy Drink is, of course, present on social networks like Facebook, Instagram, Youtube, etc.
Miami Beach Energy Drink is packaged in 25cl aluminium cans and 1 Litre Pet bottle. Cans provide undeniable advantages to distributors and consumers alike, as they are practical, have an efficient supply chain, and above all ensure long-term preservation of the taste. Cans and their raw material (aluminium) can be endlessly recycled. It is very important to note that the can is the most recycled drink packaging in the world. The LCIA (life cycle impact assessment) study recently undertaken on the drinks industry has clearly demonstrated that can recycling has a substantial effect on reducing the carbon footprint.
All promotional approaches have created a notable demand on the part of the clientele. Miami Beach Energy Drink is found in Switzerland with distributors like Aligro, Silvermatt,Dorga, Pouly bakery chain and many other markets, night clubs and bar’s. A completely, new direct sales method via the Internet will also be available soon. Today, Safimm Invesstisements S.A. is seeking new distribution partners in Switzerland, Germany, Benelux, France, in the Balkans, etc...
In the near future, new six-can packaging will be available. The possibility of 25cl glass bottles and shots is also being studied.