Nae Danger

Last updated

Nae Danger
Nae Danger.jpg
Nae Danger Brosef.jpg
Type Energy drink
ManufacturerNae Danger
Country of origin  Scotland
IntroducedAugust 2012
VariantsBlue Raspberry, Blue Raspberry (Nae Sugar), Red Blueberry, Original Energy, Sport Blue Raspberry, Sport Orange
Website www.nae-danger.co.uk

Nae Danger is an energy drink from Scotland. It is claimed to be the first and only carbonated energy drink to have been created, branded and manufactured in Scotland, which is contested with IrnBru32 which was released in 2006 by A.G. Barr. [1] Released in August 2012, the drink is a creation of Ross Gourlay, a Scottish entrepreneur from Bishopbriggs. Gourlay hoped to gain a slice of the growing caffeinated drinks market and also encourage recognisable Scottish brands within the UK. There are two main flavours: Blue Raspberry and Red Blueberry. [2]

Contents

The can design includes the words "Nae Danger", a popular Scottish phrase equivalent to the Australian "no worries", spanning the length of the can. The can also states that it's "an energy drink like nae other" and "it's only a quid", endorsing the Scottish theme of the product. The company is a new addition to the energy drink market which is worth over £790 million in the UK having risen 17% between 2012 and 2013. [3] The drink competes with other highly caffeinated energy products such as Relentless, Monster, Rockstar and Red Bull. [1] Nae Danger has culminated an assortment of 6 drinks since its released in mid-2012.

Brand

The product name was initially brought up by Ross Gourlay while joking with friends. However, Gourlay had seen the potential in such a product name and believed he could compete with the market leaders, while entering the Scottish market through a quirky brand name. [4] The saying "Nae Danger" is a commonly known south-western Scottish regional dialect for "No Problem" and this features on the can as well as other phrases such as "Aye.. Ye Cannae Whack It". The drink prides itself on being "only a quid", meaning that every can is £1 to purchase. [5] Gourlay, is a director of Glencrest Ltd. [6]

Products

Flavours

Nae Danger comes in 4 different flavours. The original flavours were Blue Raspberry and Red Blueberry and these came in 500ml cans. The company then went on to create an original energy drink which conforms to traditional energy drink flavour. There was also a "Nae Sugar" (No Sugar) version of Blue Raspberry released which had the same flavour as the standard Blue Raspberry. The company then went on to release two sports drinks, again with the flavour Blue Raspberry and a new addition of Orange.

In July 2013, they launched a SHY & DRS brand can of 'Original Energy' which featured a free download of their hit single "Relapse".

Drink FlavourCan ColoursCan Size (ml)
Blue RaspberryBlue/Red500
Red BlueberryBlue/Pink500
Original EnergySilver/Yellow250
Nae Sugar (Blue Raspberry)Blue250
Drink Flavour (Sport)Can ColoursBottle Size (ml)
Blue RaspberryBlue/Red500
OrangeOrange500

Packaging

All Nae Danger drink products have bright, vibrant packaging with distinct flavours. These flavours are distinguishable via the can/bottle colours. The drink itself is coloured and the colour corresponds to the flavour of the can. Blue Raspberry is a light blue colour and Red Blueberry is a pink-red colour.

Ingredients

The ingredients of Nae Danger include: carbonated water, sugar, citric acid, flavouring; caffeine, taurine, colour E133. Most Nae Danger energy drink products contain a high caffeine content (32 mg/100ml), therefore the packaging contains text describing that the product is not suitable for children, pregnant women or those sensitive to caffeine.

Nutrition Facts for 100ml
Energy/NutrientsValue
Energy Value189 kJ (45 kcal)
Protein< 0.1 g
Carbohydrate10.6 g
of which sugars10.6 g
Fat< 0.1 g
of which saturates< 0.1 g
Fibre< 0.1 g
Sodium0.02 g

Advertising and sponsorship

Nae Danger mainly advertises through social media and promotional campaigns in Universities. [7] As well as this, they backed up their marketing with radio advertisement and new media work campaigns on Facebook and Twitter. This is mostly where they interact with fans of the drink, as well as advertising their product and events. [5] Nae Danger also sponsor talented Scots to market their product. [8] The fields that they sponsor range from go-karting, skiing and skateboarding. They also sponsor Fiona Wallace who races in the Mini Super Cup which is a small racing competition held in Britain. This event is a feature race at British Touring Car Championship (BTCC) events. The company sponsored the 2013 National Skiathon organised by Disability Snowsport UK that aims to provide facilities for those with disabilities to be able to enjoy Snow sports.[ citation needed ]

Market

Distribution

The products are mainly aimed at the Scottish market, however the company branched out of Scotland with a release of the product in English retail outlets in Yorkshire, Manchester, Liverpool, Birmingham and even London through Nisa Local stores. Stores and outlets that stock Nae Danger in Scotland include Spar who began stocking the product in 2012 and Aldi who is the most recent addition to Nae Danger stockists. Aldi started stocking the product in its stores as of mid-October 2013, other stockists are lesser known convenience stores throughout Scotland such as Semichem and Keystore. [6] The cans themselves are distributed by Glencrest Ltd, A company owned by himself and his brother.

Deal with Spar

Nae Danger came to an agreement with Spar to stock their products in 2012. Ross Gourlay described the deal as a "major coup" for the brand as this was the first serious deal for his company. Spar own 12,500 stores worldwide mostly within Europe. A deal with Scottish Spar has meant that 15,000 cans were supplied to shops across the country. Nae Danger had already sold over half a million cans through independent retailers in only a few short months before they struck a deal with a major retailer. [3]

Related Research Articles

<span class="mw-page-title-main">Irn-Bru</span> Scottish carbonated soft drink

Irn-Bru is a Scottish carbonated soft drink, often described as "Scotland's other national drink". Introduced in 1901, the drink is produced in Westfield, Cumbernauld, North Lanarkshire, by A.G. Barr of Glasgow.

<span class="mw-page-title-main">Jolt Cola</span> Carbonated soft drink

Jolt Cola was a carbonated soft drink produced by The Jolt Company, Inc.. The cola drink was created in 1985 by C. J. Rapp as a highly caffeinated beverage. It was targeted towards students and young professionals, stressing its use as a stimulant in a similar manner as energy drinks. Its slogan reads "All the sugar and twice the caffeine!"

<span class="mw-page-title-main">Energy drink</span> Beverage containing stimulants

An energy drink is a type of drink containing stimulant compounds, usually caffeine, which is marketed as providing mental and physical stimulation. They may or may not be carbonated and may also contain sugar, other sweeteners, or herbal extracts, among numerous possible ingredients.

Crush is a brand of carbonated soft drinks owned and marketed internationally by Keurig Dr Pepper, originally created as an orange soda, Orange Crush. Crush competes with Coca-Cola's Fanta. It was created in 1911 by beverage and extract chemist Neil C. Ward. Most flavors of Crush are caffeine-free.

Jones Soda Co. is a Canadian-American beverage company based in Seattle, Washington, United States. It bottles and distributes soft drinks, non-carbonated beverages, energy drinks, and candy.

Lucozade is a British brand of soft drinks and energy drinks manufactured and marketed by the Japanese company Suntory. Created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist, William Walker Hunter, it was acquired by the British pharmaceutical company Beecham's in 1938 and sold as Lucozade, an energy drink for the sick. Its advertising slogan was "Lucozade aids recovery". It was sold mostly in pharmacies up until the 1980s before it was more readily available as a sports drink in shops across the UK.

Mirinda is a brand of soft drink originally created in Spain in 1959 and distributed globally by PepsiCo since 1970. Its name comes from the Esperanto translation of "admirable" or "amazing".

<span class="mw-page-title-main">Bawls</span> Caffeinated soft drink

Bawls is a non-alcoholic, highly-caffeinated soft drink.

<span class="mw-page-title-main">Kofola</span> Czech non-alcoholic beverage

Kofola is a carbonated soft drink produced by the eponymous Czech company, which is headquartered in Krnov, Czech Republic. It is the principal rival of Coca-Cola and Pepsi in the Czech Republic and Slovakia. The company is one of the leading soft drink producers and distributors in Central and Eastern Europe.

<span class="mw-page-title-main">V (drink)</span> Energy drink brand

V is an energy drink brand produced by Frucor Suntory, a New Zealand-based beverage manufacturer. It was launched in Methven, New Zealand in August 1997 and in Australia 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. V is considered a local rival to Red Bull. Frucor says V energy drinks are not intended for children, and they are not recommended for pregnant women or people sensitive to caffeine.

Relentless is the brand name of an energy drink created in February 2006 by the Coca-Cola Company. In the year ending 2010, sales of the product in the UK increased by 28 percent. After a deal on 14 August 2014 seeing Coca-Cola purchase a 16.7% stake in Monster Energy, the ownership of the Relentless brand was transferred to Monster Energy and Monster Energy's non-energy brands transferred to Coca-Cola.

<span class="mw-page-title-main">Four Loko</span> Line of alcoholic drinks

Four Loko is a line of alcoholic beverages sold by Phusion Projects of Chicago, Illinois, United States. Four Loko's recipe formerly included caffeine. Phusion operates as Drink Four Brewing Company. Four Loko, the company's most popular beverage, debuted in the United States market in 2005 and is available in 49 states, and in 21 countries including Ecuador, Guatemala, Paraguay, The Bahamas, Peru, Mexico, Colombia, Bolivia, Honduras, El Salvador, Nicaragua, Costa Rica, China, Canada and some countries in Europe. The name "Four" is derived from the original drink having four "key ingredients".

Mother is an energy drink that originated in Australia and New Zealand by Coca-Cola. Introduced in late 2006 after Coca-Cola's failed attempt to purchase Red Bull, it competes with the two leading energy drinks on the market, V and Red Bull, in the $151 million industry.

<span class="mw-page-title-main">Emerge Stimulation Drink</span> UK energy drink

Emerge is a carbonated mixed-fruit flavour energy drink from the United Kingdom which contains taurine and caffeine. It is produced by the Cott Corporation at their packaging facility at Kegworth in Leicestershire. It is sold in Sainsburys, Asda, Poundland, Home Bargains and other retailers, usually newsagents. Its primary difference from competing brand-name energy drinks such as Red Bull and Relentless is the comparatively lower RRP of between 59p and 75p. It can often be found at a lower price than this, for example in pound shops or more recently, for loyalty card prices.

<span class="mw-page-title-main">Caffeinated alcoholic drink</span> Drink containing both alcohol and caffeine

A caffeinated alcoholic drink is a drink that contains both alcohol and a significant amount of caffeine. Caffeine, a stimulant, masks some of the depressant effects of alcohol. However, in 2010 and 2011, this type of drink faced criticism for posing health risks to its drinkers. In some places there is a ban on caffeinated alcoholic drinks.

<span class="mw-page-title-main">Ban on caffeinated alcoholic drinks in the United States</span> November 2010 drinks ban

The 17 November 2010 United States ban on caffeinated alcoholic drinks is a ban which prevents the marketing and distribution of any prepackaged caffeinated alcoholic drink.

<span class="mw-page-title-main">Zevia</span> American food company

Zevia is a Los Angeles based company that produces soft drinks, organic tea, energy drinks, and mixers sweetened with stevia. All Zevia products are zero-calorie, sugar-free, gluten free, vegan, certified kosher, and certified by The Non-GMO Project. In June 2021, Zevia filed to go public with an IPO.

<span class="mw-page-title-main">Prime (drink)</span> Energy and sports drink

Prime is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration, LLC. The range is promoted by YouTubers and internet personalities Logan Paul and KSI. The announcement and the release of the product in 2022 was followed by a social media hype associated with these social media personalities, who have tens of millions of followers combined. It was also promoted through mainstream sports sponsorship deals.

<span class="mw-page-title-main">Bubly Sparkling Water</span> Brand of carbonated water

Bubly Sparkling Water, or simply Bubly, is a line of flavoured sparkling water distributed by PepsiCo. Distribution of the product first began in February 2018, with eight flavours introduced as part of the initial line-up. The brand is aimed at competing in the growing market for healthier alternatives to traditional soft drinks, primarily against other sparkling water brands such as La Croix.

References

  1. 1 2 "Scottish Energy Drink Spars the Competition". ScotlandFoodandDrink.org. Retrieved 4 January 2013.
  2. "Nae Danger of Success for Scottish Energy Drink". HolyroodPR.co.uk. Retrieved 23 December 2012.
  3. 1 2 "Spar Agrees to Stock Scots Energy Drink Nae Danger". The Scotsman. Retrieved 23 December 2012.
  4. "Local Businessman Hopes to Cash in on Growing Energy Drink Market". Kirkintilloch-Herald.co.uk. Retrieved 18 January 2013.
  5. 1 2 "Nae Kiddin: Energy Drink Performance Picking Up". ScottishGrocer.co.uk. August 2013.
  6. 1 2 "New Scottish Energy Drink Nae Danger To Hit the Shelves". TalkingRetail.com. 2 January 2013. Retrieved 2 January 2013.
  7. "Nae Stopping Them: Energy Drink Flourishing". ScottishGrocer.co.uk. 8 April 2013.
  8. "Track Attack Live in Association with Nae Danger". KnockHill.com. Retrieved 1 September 2013.