Coca- Cola is launching Relentless (their Energy Drink brand) in a “mixer sized” 250ml bottle in order to spearhead a drive for on-trade distribution in the UK.

“Extensive research has shown that the vast majority of energy drinks sold in the on-trade are in fact used as mixers,” said Andy Slee, licensed trading director at Coca-Cola Enterprises (CCE).

“Relentless is an established brand in the off-trade and fans will be excited to see an exclusive on-trade serve of 250ml,” he added. Indeed.

Tags | coca-cola, energy drinks, soft drinks