Amp Energy

Last updated
Amp Energy
AmpEnergyLogoGreen.jpg
Type Energy drink
ManufacturerRockstar.Inc
Country of originUnited States
Introduced2001;19 years ago (2001)
VariantsAmp Energy
  • Original
  • Sugar Free
  • Overdrive
  • Traction
  • Elevate
  • Relaunch
  • Black Tea
  • Green Tea
  • Lightning
  • Sugar Free Lightning

Amp Energy Juice

  • Orange
  • Mixed Berry
Related products Mountain Dew, Rockstar Energy, No Fear, Red Bull
Website ampenergy.com

Amp Energy (or simply Amp) is an energy drink brand produced by Rockstar Inc. and owned by PepsiCo. At the time of its introduction in 2001, [1] Amp Energy was initially distributed under the Mountain Dew soft drink brand. [2] Since 2009, it has been produced and labeled under its own stand-alone trademark name. [3] The beverage is packaged in both 16-ounce and 24-ounce cans, and is sold in the United States, Canada, the United Kingdom and Lebanon. [4] As of 2009, Amp Energy was the number four energy drink brand in the U.S. in terms of overall retail sales. [5]

Contents

Flavors

The original formulation of Amp Energy was positioned as a flavor extension of the Mountain Dew brand, and in 2001 its label read "Amp Energy Drink from Mountain Dew". [6] In 2008, the label design was changed to contract the product name to a more concise "Amp Energy", with the Mountain Dew logo being shifted to the lower portion of the cans. In Amp's 2011 redesign, the Mountain Dew logo was taken off the cans completely. According to beverage industry commentators at the time, this labeling update was enacted with the intent of "placing a stronger emphasis on the 'Amp Energy' brand and less on its Mountain Dew roots". [7] Amp Energy Original contains taurine, B-vitamins, guarana, ginseng and maltodextrin. [8] 8.4 fluid ounces of Amp contains 74 milligrams of caffeine. [9]

The Amp Energy product line has since expanded to a broader range of flavors and variants, which as of 2011 included Amp Energy (Original), Sugar Free, Overdrive (cherry), Relaunch (discontinued) (orange), Elevate (mixed berry), Traction (grape), Green Tea, Lightning (lemonade) and Sugar Free Lightning, and watermelon. Traction has since been renamed to Boost. There was also a limited edition flavor named Tradin Paints which was an Orange/Lime/Berry drink. [4] In February 2010 a new series of juices was launched under the name Amp Energy Juices, which are made with B-vitamins, taurine, ginseng and guarana. These juices are produced in two flavors: Orange and Mixed Berry, and are packaged in 12-ounce bottles. Also introduced at this time was Amp Energy Gum, which is made from a blend of B-vitamins, taurine and caffeine. [10]

On March 6, 2013, Amp Energy officially announced that it will re-introduce its Orange flavor.

2018 also introduced new flavors.

An 'Amp' branded citrus-flavoured energy drink distributed by Britvic under license from The Coca Cola Company. launched in the UK in August 2013. [11] The United Kingdom version of Amp Energy is released under the 'Mountain Dew' brand with a UK-unique new logo. This is similar to its early release in North America, with the Amp logo featuring the text 'Powered by Mountain Dew' beneath it. Amp Energy — Powered by Mountain Dew features a higher caffeine content than Mountain Dew Energy at 31 mg/100ml. It also contains real sugar as is common with other UK soft drinks.

Sponsorship

Amp Energy was the title sponsor for the inaugural NHL Winter Classic outdoor game on New Year's Day 2008.

Amp Energy sponsored Kevin Lepage's No. 61 Peak Fitness Racing Ford for the 2006 Daytona 500. In 2008, Amp Energy began sponsoring NASCAR Sprint Cup Series driver Dale Earnhardt Jr. and his No. 88 car. [12] In 2009, Amp Energy released Tradin’ Paint, a limited edition Earnhardt Jr.-themed energy drink which was a combination of three flavors: orange, lime and berry. The product was available in 16-ounce cans and featured the same paint scheme as Hendrick Motorsports’ No. 88 Amp Energy/National Guard Chevrolet car. [13] In late 2011, PepsiCo withdrew its Amp Energy sponsorship, replacing it with Diet Mountain Dew. [14]

PepsiCo has sponsored the Talladega Superspeedway race for multiple years, resulting in the race being titled the "Amp Energy 500" in 2008 and 2009, and the "AMP Energy Juice 500" in 2010. In October 2010, Amp Energy Juice produced a short film about Talladega Superspeedway titled The Legend of Hallowdega which starred David Arquette, directed by Terry Gilliam and included appearances by Dale Earnhardt Jr. and Darrell Waltrip. [15] The sponsorship ended in 2011 as the race is now known as the 1000Bulbs.com 500.

Amp Energy sponsors a snowboard team which includes athletes Mason Aguirre, Keir Dillon, Kevin Pearce, Jack Mitrani, Luke Mitrani and Scotty Lago. [16] In 2009, Amp Energy joined Burton Snowboards to sponsor the 27th Annual US Open Snowboarding Championships at Stratton Mountain in Vermont. Other snowboarding events in which Amp Energy is a primary sponsor include the Burton Am Series, Burton Demo Tour, Burton World Tour, and the Canadian Open Snowboarding Championships. [17]

A 2009 promotion involved graphic designers, musicians and artists creating custom Amp-branded refrigerators which were placed in designers' homes and retail stores that included Crooks and Castles, Rogue Status, Huf Clothing and Reed Space. Designers that participated in the promotion included Topher Chin, Steve Aoki, Omar Epps and Han Cholo. According to Women’s Wear Daily, this initiative was carried out “as part of Pepsi's bid to recast the image of its Amp Energy drink as the beverage of choice for the fashion, art and lifestyle crowd.” [18] In 2010, Amp Energy became the official energy drink of the World Extreme Cagefighting (WEC) series, before the WEC went defunct in the same year. It is also the sponsor of UFC athletes Urijah Faber, Chad Mendes and Joseph Benavidez. [19]

Related Research Articles

Mountain Dew Carbonated soft drink brand

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Energy drink Type of beverage containing stimulant drugs such as caffeine and marketed as providing mental and physical stimulation

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Rockstar (drink) energy drink trademark

Rockstar is an energy drink created in 2001, which, as of 2009, had 14% of the US energy drink market. Rockstar is based in Las Vegas. As of January 2013, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries. In March 2020, PepsiCo announced it had agreed to acquire Rockstar for $3.85 billion.

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Sun Drop citrus-flavored soda brand

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Sierra Mist lemon-lime beverage

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Tab Energy

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Naked Juice American brand that produces juices and smoothies

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Joose

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Venom Energy

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G FUEL Energy Drink Formula is a brand of caffeinated drink mix sold by Gamma Labs, based in West Babylon, New York.

References

  1. ↑ Hein, Kenneth (21 January 2008). "The Coca Cola Company Positions Amp as Everyman's Drink". AdWeek. Retrieved 19 January 2011.
  2. ↑ Hein, Kenneth (January 2008). "The Coca Cola Company Positions Amp as Everyman's Drink". Adweek.
  3. ↑ Tanner, Steve (7 June 2009). "Amp Energy with Green Tea". BevReview. Archived from the original on 15 August 2011. Retrieved 14 January 2011. While the triplets of flavors in 2008 reflected existing Pepsi/Dew tastes, the three in 2009 seem to be setting out on their own.
  4. 1 2 "Drink". Archived from the original on 16 November 2010. Retrieved 15 December 2010.
  5. ↑ Hein, Kenneth (February 2009). "Monster Goes Small While Amp Goes Big". Brandweek. Archived from the original on 2010-01-24. Retrieved 2011-01-19.
  6. ↑ Tanner, Steve (2 November 2005). "Amp Energy by Mountain Dew". BevReview. Archived from the original on 11 May 2011. Retrieved 14 January 2011.
  7. ↑ Tanner, Steve (12 March 2008). "Review: Amp Energy Traction". BevReview. Archived from the original on 15 August 2011. Retrieved 19 January 2011.
  8. ↑ "Ingredients" . Retrieved 15 December 2010.
  9. ↑ "Caffeine content for coffee, tea, soda and more". Mayo Clinic. Archived from the original on 3 December 2010. Retrieved 15 December 2010.
  10. ↑ "New Amp Energy Juice Launches Nationwide". 2010-02-25. Retrieved 15 December 2010.
  11. ↑ "New Amp energy drink from Mountain Dew". Talking Retail. 2013-06-05. Retrieved 15 May 2015.
  12. ↑ Tanner, Steve (2 November 2005). "Amp Energy Tradin' Paint". BevReview. Archived from the original on 13 August 2011. Retrieved 18 January 2011.
  13. ↑ "Limited Edition Energy Drink Inspired by NASCAR's Most Popular Driver Now on Store Shelves". 5 March 2009. Retrieved 15 December 2010.
  14. ↑ Mickle, Tripp (19 September 2011). "Amp shifting off Dale Earnhardt Jr". Sports Business Daily. Retrieved 1 July 2016.
  15. ↑ "Amp Energy and Terry Gilliam Present: THE LEGEND OF HALLOWDEGA to Premiere at the Talladega Superspeedway on October 31st" (Press release). PR Newswire. 8 October 2010.
  16. ↑ "Amp Energy Signs Keir Dillon and Kevin Pearce". Snowboard Magazine. 8 January 2009. Archived from the original on 14 December 2009. Retrieved 15 December 2010.
  17. ↑ "Amp Energy fuels a new relationship with Burton". ESPN. 20 February 2009. Retrieved 15 December 2010.
  18. ↑ "Fashion Scoops". Women's Wear Daily. 197: 8. May 2009.
  19. ↑ "WEC Signs Amp as Official Energy Drink". 8 January 2010. Archived from the original on 19 December 2010. Retrieved 15 December 2010.
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