![]() ![]() Packaged in 16-oz cans, Mtn Dew Rise contains 180-mg of caffeine, which is roughly the amount consumed from two cups of coffee. Coke also owns about 19% of Monster.ĬAFFEINE ECLIPSES MONSTER. As Monster’s global master distributor, Coke has walked a fine line in how it markets Coca-Cola Energy in the energy cooler at retail, given Monster Energy’s importance to Coke’s bottlers. A 2019 arbitration with Monster Energy greenlighted Coca-Cola to launch an energy cola as long as the product didn’t cross a certain caffeine threshold and contain taurine. Coca-Cola Energy has taken a different approach. Mtn Dew Rise, with twice the caffeine of Amp, will appear in the energy cooler at convenience retail, the most important channel for the category. Outside of Mtn Dew Amp, which predated the Rockstar agreement, Mtn Dew products also couldn’t be merchandised behind the energy door at retail. Under a 2009 master distribution agreement, PepsiCo was unable to boost caffeine levels for Mtn Dew and was limited in the use of packaging to position the brand more broadly within the energy category. According to Torres, Rise is Mtn Dew’s “first official energy drink.” The launch was made possible by PepsiCo’s acquisition of Rockstar Energy early last year. “We’re going to be competing with the bigger players and energy drinks like Celsius that are trending in the marketplace,” Torres said.ĭEW UNCUFFED. The drink contains more caffeine than Monster Energy and includes ingredients for “immune support” and a “mental boost,” as the package states. Unlike Coca-Cola Energy, Mtn Dew Rise has focused the brand on a specific daypart, with marketing that challenges consumers to “Conquer the Morning.” In an interview, PepsiCo Energy SVP Faby Torres said the largest percentage of energy drink consumption happens in the morning. Both brands were created to attract so-called “energy deniers,” who balk at traditional formulations and positioning. ![]() More than a year after Coca-Cola extended its flagship brand into the growing US energy category with Coca-Cola Energy, PepsiCo has made a similar move with this week's official launch of Mtn Dew Rise. ![]()
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