Red Bull man back with Suso

10-Jan-2008

Related topics: Drinks & Brands News

The man who brought Red Bull has launched a new 100% natural juice carbonated soft drink.

The man who brought Red Bull to the UK is making inroads into pubs and bars with a new 100% natural juice carbonated soft drink.

 

Suso is the brainchild of Harry Drnec who, along with a team of soft drinks industry veterans, hopes to build another iconic brand.

 

Available in three flavours - lemon, orange and berry - Suso has a £4m marketing spend for the year. Like Red Bull it can be drunk with spirits, but it's not an energy drink.

 

Co-founder Graeme Dignan said they have so far stayed clear of the bigger pubcos for the time being: "We feel it's better placed in the second tier of pub chains for now, both geographically and in terms of the type of venue, but a large distribution push isn't far away.

 

"Suso is all about disrupting the carbonated soft drinks category, which is incredibly stagnant.

 

"It's not trying to be anything else - it's an out and out carbonated soft drink - only it behaves in a way that no other has been able to behave.

 

"It's 100% fruit juice with no nasty stuff - I would say that's a bit of a disruption."

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