Beverage Brands has pulled its premixed energy drink Vodka Reaction because of declining demand.
Marketing manager Karen Salters said: "There has been a fall in demand for functional energy drinks and it is our prediction that PPS products relying on the energy proposition as a USP will continue to decline.
"With licensees able to make higher margins selling vodka and energy drinks separately there has been an ongoing objection to these drinks."
Vodka Reaction was withdrawn from today (December 1).
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Vodka Reaction's energy flags
2001-12-01T00:00:00+00:00
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