US drinks manufacturers are increasingly targeting the Hispanic and Latino market with two new energy drinks being launched in recent weeks.
PepsiCo-owned SoBe is presenting Fuerte, a mango and passionfruit beverage under its Powerline range. The bottled drink is labeled in Spanish, using the phrase 'SoBe Tu Mismo' or 'SoBe Yourself'.
The beverage also contains herbal extracts like yerba mate and guarana and is said to have 100 per cent of the RDA of vitamin C. The Powerline range is enhanced with amino acids to boost performance. The product is the company's first beverage targeted to the market and is available in San Diego, Texas, and South Florida.
Mott's has also recently launched an energy drink for the Hispanic consumer. Clamato Energia is a non-carbonated tomato-based drink containing ginseng, taurine, guarana, and B vitamins. It is designed for people looking for a healthier energy drink, as it contains 30 per cent juice.
Taurine is thought to increase vitality, reaction speed and feelings of well-being while ginseng is believed to fight fatigue. The plant-based guarana is used to maintain stamina and increase concentration, while B vitamins may help release energy from carbohydrates, stimulate metabolism and reduce stress.
"For the first time, people looking for renewed vitality from an energy drink have a healthier alternative," said Omar Garcia, vice president of marketing at Clamato. "Energía has the same savory taste Clamato aficionados know and love."
The drink was rolled out last month in grocery and convenience stores nationwide. It is packaged in an eight-ounce can with suggested retail price of $1.99.
The maker of Clamato, a blend of tomatoes, onions, celery and spices with a dash of clam, refocused its US marketing efforts in 2000 to concentrate on the nation's 35 million Hispanics, the fastest growing consumer segment in the United States. The US Hispanic market's aggregate buying power of $630 billion ranks as the ninth largest economy in the world, according to the firm. Since 2000, Clamato has enjoyed double digit sales growth in core Hispanic markets.