V was launched in Methven New Zealand in August 1997, and in Australia and South Africa in 1999. The product's success - a market share over 60% in New Zealand and 42% in Australia, makes it the most popular brand of energy drink in both countries.
Manufactured in New Zealand and Australia, originally available in six different varieties and two standard size packages, the 250ml cans, 350ml glass bottles were supplemented with limited edition 300 ml aluminium bottles. V has recently become available in 500ml cans, 500ml PET plastic bottles, and 710ml cans.
Available in South Africa as early as 2001, V was introduced into the United Kingdom in 2004, and to the Maldives 2008 the company established Netherlands-based Frucor Brands International 2010 and has entered the market in Papua New Guinea and Spain in 2011, and South Korea in 2012.
- 1 Key ingredients
- 2 Variants
- 2.1 V Energy
- 2.2 V Energy Sugarfree
- 2.3 V Energy Black
- 2.4 V Energy Berry
- 2.5 V Energy Lemon
- 2.6 V Isokinetic
- 2.7 V Energy Blue
- 2.8 V Energy Orange
- 2.9 V Energy Purple Plasma
- 2.10 V Energy Graphite
- 2.11 V 0% Sugar
- 2.12 V Kaboom
- 2.13 V Gnarly
- 2.14 V Carnival
- 2.15 V Iced Coffee
- 2.16 V Reaktor
- 2.17 V Jono and Ben
- 2.18 V Zero
- 2.19 Letters V
- 2.20 V Energy Double Hit
- 3 Sizes
- 4 V energy shots
- 5 Advertising
- 6 Competitors
- 7 Notes
- 8 External links
The growth in market share - as compared with caffeinated cold drinks already on the market in 1997 is attributed to distinctive branding, innovative packaging and deft advertising, the company website noting the hundred millionth can of V coincided with a humorous advertising campaign in its home market, New Zealand.
V Energy Sugarfree
Released In 2001, this sugar-free version shares the same flavours of the standard product.
V Energy Black
This was released in 2004 in both Australia and New Zealand and features coffee flavouring in place of fruit. When released in Australia, it was marketed towards students and it was advertised as tasting less acidic, and the campaign claimed that a tired body tends to get an upset stomach more easily so Black V - with twice the taurine of the other flavours - was supposedly much gentler on the stomach. Accordingly, the taglines for the advertising campaign were "Taste the smoothness" and "Release the night monkey" however Black V was been discontinued in July 2013 due to falling demand.
V Energy Berry
Released in New Zealand first in 2005, Berry V features berry juices, flavourings and lemon juice. Released in Australia in 2007 it gave Australian consumers the same range of V products as New Zealand but this variety seems to have been discontinued in January 2013.
V Energy Lemon
Lemon V was released in June 2008, with a yellow and gold label, only to be discontinued in October 2009 but is occasionally still found on sale in stores.
Non-carbonated sports drink in a 600 ml plastic bottle, now discontinued.
V Energy Blue
Released October 2011 with a distinct bright blue colour this variety has a very distinct flavour some people describe as related to passion fruit and peaches. This is a major variety in the New Zealand and Australian home markets.
V Energy Orange
A limited-edition variety of V flavoured with blood-orange it was first released in September and October 2012 in New Zealand and in Australia in March 2013 it is available in 250 ml cans, 350 ml glass bottles, and 500 ml cans branded with a NOT
orange logo and appears intermittently for a limited amount of time in selected markets.
V Energy Purple Plasma
This limited edition, released in New Zealand and Australia in late 2012 is tied-in to the Halo 4 video game, Halo characters appearing on the side of the c250ml cans, and 500ml cans (also marketed in x4 packs). The taste is described as a combination of grape and passionfruit.
V Energy Graphite
On June 5, 2013, it was announced on the official New Zealand V Facebook Page that a new flavour of V would be released in New Zealand on July 1. The flavour consists of guarana and maca, on 14 June 2013 and the variety launched a new V graphic design based in the official New Zealand V Facebook Page.
V 0% Sugar
Released in Australia in late 2013, Citrus Fusion, Tropical Rush, and Blood Orange Burst, in 355 mL cans.
In late February 2014, V NZ announced limited edition V Kaboom.
In early October 2014, V NZ announced limited edition V Gnarly.
In March 2015, V NZ announced limited edition V Carnival. Creaming soda Flavoured
V Iced Coffee
V Iced Coffee, sold in 600mL plastic bottles, has been relaunched in NZ with 720 mg of Guarana per bottle, under the logo "The cousin once removed".
Released in March 2015 - A Limited Edition Flavour to promote the Avengers: Age of Ultron. Contains a strong 'Sour' taste, imitating young grapes or berries.
V Jono and Ben
Jono and Ben made their own flavor V drinks, which were announced on their TV show. Both are limited edition: Jono (red can) - is a cranberry flavour and quite sweet; Ben (white can) - is a tart feijoa flavour (though this is currently a topic of discussion).
As opposed to V Sugarfree V Zero is the green V flavor without added sugar or artificial sweeteners, and hence has its own flavor. Launched in the New Zealand market in September 2015.
VNZ posted a picture of can with the letter Z. Someone posted a picture in the V website comments section showing a fridge full of V at his local store with different letters on the cans, with the implication they can be re-arranged to spell out messages.
V Energy Double Hit
Released in October 2008, V Double Hit is a 500 ml aluminium can. Available in original, sugar free, blue, and black.
V drinks are available in 250 ml cans, limited edition 300 ml aluminium bottles; 350 ml glass bottles; 500 ml cans, 500 ml PET plastic bottles, and 710 ml cans.
V energy shots
Samples were sent to V Republic members with a warning that they shouldn't be consumed by those under 16 years of age, however, Frucor sent the energy shot samples without checking the ages of all recipients. The company apologised to recipients. The energy shots (described as "Pocket Rockets" on the labels) are claimed to be as effective as the larger cans but have an extremely bitter taste that, according to the V Pocket Rocket website, is to stop young children from drinking them.
|V||Sugar free V||Black V||Berry V||Lemon V||Blue V||Orange V|
|Caffeine||31 mg||31 mg||31 mg||31 mg||31 mg||31 mg||31 mg|
|Riboflavin (B2)||0.49 mg||0.49 mg||0.49 mg||0.49 mg||0.49 mg||0.49 mg||0.49 mg|
|Niacin (B3)||2.9 mg||2.9 mg||2.9 mg||2.9 mg||2.9 mg||2.9 mg||2.9 mg|
|Vitamin B6||0.46 mg||0.46 mg||0.46 mg||0.46 mg||0.46 mg||0.46 mg||0.46 mg|
|Vitamin B12||0.57 µg||0.57 µg||0.57 µg||0.57 µg||0.57 µg||0.57 µg||0.57 µg|
|Pantothenic acid||0.7 mg||0.7 mg||0.7 mg||0.7 mg||0.7 mg||0.7 mg||0.7 mg|
|Taurine||200 mg||200 mg||400 mg||200 mg||200 mg||200 mg||200 mg|
|Glucuronolactone||25 mg||25 mg||25 mg||25 mg||25 mg||25 mg||25 mg|
|Inositol||20 mg||20 mg||20 mg||none / unstated||20 mg||none / unstated||none / unstated|
V's major competitors, in Australia, are Mother, Monster, Rockstar, Wicked, and Red Bull, and in New Zealand are Red Bull, Lift Plus, Monster, Demon Energy, and Mother (previously sold as Relentless).
- "V New Zealand Website". AC Neilson Research. Frucor. 13 April 2003. Retrieved 1 December 2008.[dead link]
- "V Australia Website". AC Neilson Research. Frucor. 13 April 2003 http://www.v-energydrink.com/default,153.v. Retrieved 1 December 2008. Check date values in:
- "Meet V Gnarly, Your New V". V Energy. Retrieved 31 October 2014.
- "V Energy NZ - Timeline Photos | Facebook". www.facebook.com. Retrieved 2015-11-24.