THE creator of a Scottish energy drink is hoping to break into a fiercely competitive market dominated by the likes of Red Bull and Rockstar after securing its first supply deal with a retail chain.
Nae Danger, launched in August by Glasgow-based drinks and snacks wholesaler Glencrest, has already sold more than 500,000 cans through independent retailers, and managing director Ross Gourlay said the deal with Spar was a “major coup” for the brand.
Gourlay said: “Before creating Nae Danger, I had no intentions of creating a Scottish energy drink.
“It was only after talking with friends and having a laugh about the name, I began to see the real potential that a product such as this could have on the retail market.”
According to a report by Britvic, the energy drink market grew by 17 per cent last year and is now worth more than £790 million.
Britvic is in the process of merging with Cumbernauld-based AG Barr, maker of Irn-Bru and the UK distributor of US brand Rockstar, which claims to be “the world’s most powerful energy drink”.
Lucozade, owned by drugs giant GlaxoSmithKline, racked up sales of £99m in the three months to 30 September, although that was down 3 per cent on a year earlier amid “challenging” market conditions in Europe.
Rivals such as Monster Energy and Red Bull have grown their brands through the sponsorship of motor-racing teams, music events and “extreme” sports such as mountain biking and skateboarding, but Gourlay hopes Nae Danger will appeal to those seeking a home-grown alternative.
He said: “There is no other Scottish energy drink out there, which allowed us to fill this gap in the market and, as the first, I hope that Nae Danger can lead the way in creating recognisable Scottish brands available in the UK.
“Securing this deal with Spar is a major coup for us. Hopefully this will allow us to prove that there is real demand for a Scottish drink such as this.”
