Scottish Courage has made its first foray into the lucrative energy drinks market with the release of Red Snapper.
The company has specifically designed Red Snapper as an energy drink mixer in an effort to challenge Red Bull for a slice of the extremely buoyant vodka-fuelled energy category.
Red Snapper will be available in a 150ml can, instead of the traditional 250ml, and accompanied by a tailor-made dispense system designed to maximise fridge space. In a swipe at the market leader, Red Snapper will be promoted with a "More bite than bull" strapline.
David Jones, ScotCo's corporate communications controller, explained: "Instead of putting a standard single 250ml can of energy drink in a fridge designed for 330ml bottles, publicans can maximise their margin opportunities by stocking two cans of Red Snapper instead."
The smaller Red Snapper claims to offer similar levels of caffeine and taurine to those found in the leading energy drinks.
David Harvey, strategic planning controller at ScotCo, said: "Red Snapper has been specifically developed as a one-serve energy mixer. Consumers like the idea because unlike 250ml cans, it avoids wastage and retailers will appreciate the high margin opportunity."