Red Devil on course for global expansion

Related tags Energy drinks Management

Ultra Premium Brands (UPB), the developer of leading energy drinks
brand Red Devil, has been bought out by its management, who are
hoping to develop it as the number two energy drinks business in
the world.

The energy drinks sector is the fastest growing segment of the soft drinks market. Worldwide sales are estimated to be over US$2 billion per year, with significant scope for rapid growth.

Red Devil is UPB's largest brand and currently one of the global market leaders. Launched in 1995, it is now sold in over 30 countries and is the number one brand in Russia and the number two in countries such as the Netherlands and Luxembourg.

The new management team has plans to accelerate its growth strategy in key existing markets and to expand its worldwide coverage into new markets including China, Spain and Italy.

Ari Koivula, the new managing director, said: "We have a very clear aim - to firmly establish UPB as the number two energy drinks business worldwide. With this aim in mind, we expect to announce the acquisition of an additional energy drink and energy product brand in the near future."

The buy-out was backed by UK-based private equity group Hotbed.

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