Triumph launches Cult energy drink

Triumph Distillers and Vintners, a UB group company, has launched Cult Energy Drink in the beverages market. Cult, a brand owned by Denmark based Cult Exports, is imported and marketed in India by Triumph.

Energy drinks as a concept is relatively new to the Indian consumer and is largely limited to the metros, with Mumbai accounting for the largest share.

The energy drinks market is nascent and is estimated to be at 45,000 cases, and growing at 30 per cent. Mumbai contributes 70 per cent to the sales and the other important centres are Delhi, Goa, Bangalore.

Says Deepak Roy, president and managing director of Triumph Distillers & Vintners: "Over the last few years, energy drink market has gained momentum and preference amongst the youth across the world. Our brand Cult energy drink is ideal for the Indian consumer as unlike most other energy drink available, it is 100 per cent natural using Guarana and Ginseng as the energy activators. We are confident that the global success of Cult will be replicated in India as well."

Apart from India, Triumph will be marketing Cult in Nepal and certain parts of South Asia. Cult is priced at Rs 95 for a 250 ml can, a premium against other brands. Says a UB group executive: "The other energy drinks brands have reduced their prices to Rs 75 per can, discounting the fact that theirs is not a national product."

The current players in the segment are Red Bull, the largest selling energy drink brand in the world, Hype, Power Horse, Dark Dog, Feel Fine and Virgin DT. However, in India, only Red Bull has been able to carve an image for itself. Red Bull has a marketing and distribution tie-up with Narang Hospitality Services, which runs the Ambassador hotel in South-Mumbai.