Tilray Brands has rolled out its Hi*Ball sparkling energy drink in the UK.
Hi*Ball has launched on Amazon and via BrewDog’s DTC website, ahead of sampling activity at Barcode Festival in London next month.
Available in Peach, Wild Berry, Lemon Lime and Vanilla flavours, it promises to deliver “a lighter, cleaner source of energy that fits modern lifestyles.”.
Each 330ml can (rsp: £1.90) contains 100mg of natural caffeine, B vitamins (B3, B5, B6 and B12), guarana, and ginseng. They are also free from sugar, calories and artificial sweeteners.
Explaining the decision to bring Hi*Ball to the UK, Tilray said consumers were seeking “more than basic hydration from soft drinks” and health was playing “an increasingly important role in purchase decisions at the chiller”.
Meanwhile, a third of UK energy drink consumers believed traditional options contained “too much sugar, calories, or artificial ingredients”, it added, citing a survey of nearly 1,400 shoppers by Focaldata.
“Consumers are moving beyond legacy energy drinks in search of options that deliver refreshment, functionality, and convenience in a cleaner, more modern format,” said Tilray Brands international president Rajnish Ohri. “With Hi*Ball, we are helping shape the next generation of energy beverages and raise the standard for what consumers can expect from the category.”
It comes after Tilray rolled out a swathe of its US craft beer brands in BrewDog bars earlier this month.
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