Just Released: "Sports and Energy Drinks in Colombia"
During 2013, sports and energy drinks grew 12% in volume, but only 5% in current value. This gap between the two growth rates was due primarily to energy drinks, which accounted for 16% of total volume and saw a movement from high-priced to low-priced products in 2012 and 2013. In May of 2012, Quala launched Vive 100, a low-priced product, which transformed the energy drinks category. Before Vive 100, energy drinks basically comprised premium products, which were consumed during parties...
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