CCE builds on licensed range with ‘Relentless’ 250ml launch

Friday, January 23, 2009

This February, Coca-Cola Enterprises (CCE) will launch 'Relentless Origin' and 'Relentless Juiced Tropical' across the UK on-trade in new, uniquely shaped 250ml glass bottles.  The two popular flavours are targeted at both men and women, with the 250ml size providing an ideal spirit mixer and flavour alternative for customers.

The energy drinks segment has grown by an astonishing £72m[1] in the last year, and is now worth £513.4m[2] in UK retail sales. 'Relentless' from CCE accounted for 30% of last year's energy drinks growth[3] and is now worth more than £38.6m[4].

Andy Slee, Licensed Trading Director at Coca-Cola Enterprises comments: "Energy is a hugely exciting opportunity for the UK on-trade and is currently growing faster than the overall soft drinks' category. As category leaders, we are committed to driving growth in all segments through innovation and promotion.

"Extensive research has shown that the vast majority of energy drinks sold in the on-trade are in fact, used as mixers. The launch of 'Relentless Origin' and 'Relentless Juiced Tropical' (50% Juice) 250ml therefore could not be better placed to offer consumers more choice as the perfect accompaniment to spirits. Relentless' is an established and popular brand in the off-trade and fans of the drink will be excited to see it in an exclusive on-trade serve of 250ml."

CCE is dedicating a massive £7 million support to the 'Relentless' brand in 2009, with increased investment in outdoor advertising and events sponsorship.  Specific on-trade activity will reinforce 'Relentless' as the new credible energy option, on its own or as a mixer.  This will be supported by an integrated events program, branded glassware and great looking point-of-sale including back bar displays, bar runners, and menu holders.

'Relentless' 250ml will be available from the 16^th February. For all stockist enquiries please call 08457 227222.

1. AC Nielsen Scantrack, total coverage
2. AC Nielsen MAT to w/e 29.11.08
3. AC Nielsen YTD 52 w/e 29.11.08
4. AC Nielsen MAT to w/e 29.11.08

Notes to editors

'Relentless' and 'Relentless Origin' are registered trade marks of               The Coca-Cola Company

For further information please contact:

Frankie Mercieca - Frankie@mercieca.co.uk 020 7482 8584

Anna Carradice French - Anna@mercieca.co.uk 020 7482 8595