Britvic signs pact with Red Devil

Britvic Soft Drinks has axed its Carbon energy drink following the acquisition of Red Devil.

The soft drink giant is hoping its latest recruit will fair better than Carbon in an increasingly crowded energy drink market.

Carbon was initially launched into the market two years ago as an ideal accompaniment to dark spirits, but like many other brands it has struggled to loosen the grip of the leading brand Red Bull.

Red Devil, launched in 1998, hit the headlines two years ago with its controversial advertising campaign starring Vinnie Jones and a bird flying into a window.

"We are delighted to have acquired such a major energy brand and see Red Devil as a perfect addition to our premium portfolio," said Andrew Marsden, Britvic's category director.

"The number of energy drink consumers in the UK has doubled since 2000 and the market is currently worth £750m. Red Devil has been a hit since its UK launch in 1998 and will now benefit from Britvic's investment and expertise, making it a must-stock for retailers and publicans alike."

Red Devil's sister brand, Red Devil Power Cola, will be withdrawn from the market.