Carlsberg's Finnish daughter company Sinebrychoff and Foster's Australia have entered into a long-term agreement on manufacturing and distributing Battery Energy Drink in the Australian market.
Battery is both owned and manufactured by Sinebrychoff. The energy drink is based on caffeine, the caffeine-like guarana, the amino acid taurine and vitamins, and it first hit the shelves in 1997. Today Battery is sold in 25 countries - from Finland to Chile and from Russia to Costa Rica – and it retains market leadership in many countries.
The energy drink market is one of the fastest growing categories in Australia. In the past year alone, the market has grown by about 25% and this level of growth continues. The category is expected to be worth an estimated USD375m by 2010.
"Australian market gives Battery new dimensions and increases its geographical foot print along Sinebrychoff's desired strategy. I am extremely proud of our new partner, Foster's Australia, one of the world's most dynamic beverage houses. I am looking forward to our co-operation," says Mikael Aro, CEO of Sinebrychoff.
"Battery is a fantastic addition to our portfolio as is the partnership that comes with it as Sinebrychoff is company which shares our commitment to innovation", says John Murphy, CEO of Foster's Australia.
In the beginning of this year Battery teamed up with the Williams F1 Team through a sponsorship agreement in a campaign to reach new global markets.
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