New energy drink MTV Up! is now available in over 1,500 Dan Murphy and BWS stores across the country following a contract with Woolworths Group.
Wrapped in a so-called "colorful" can, the energy drink is marketed as the ideal mixer for vodka, gin, white or spiced rum and can be used to make cocktails. MTV Up! is also called "delicious", a "delicious energy boost".
MTV Up! made his debut in Australia last September. Launched in Victoria, the product has had "strong" sales performance at some of Australia's largest gas and bottle stores including BP, United, Thirsty Camel and Cellarbrations.
MTV Up !, the brand is designed to stimulate creativity and increase potential, and encourage Australian Millennials to enjoy life, have fun, discover music and reach their full potential.
While the current big energy drink players in Australia have a heavy focus on sports, performance and high octane activities, MTV Up! has positioned itself in a different target group segment. The new energy drink has identified a niche in the market that serves millennials who are passionate about music, travel, fashion and new experiences.
"The new brand aims to reconnect Australian music lovers, fun seekers and creatives with a taste of one of the hottest global brands they know and love, while inspiring passion, freedom and creativity," reads a statement from Company.
"After seeing and hearing MTV's new drink, it is an opportunity for Australian millennials to finally try it at a time when pop culture is experiencing a revival of nostalgia from the 90s."
MTV Up! says it has a “bold vision” and “innovative collaboration” up its sleeve, with a message to music lovers, travel enthusiasts, party goers and creatives to elevate yourself.
