(MENAFN - Khaleej Times) Eurostar Group, a Dubai- based diversified business conglomerate, has launched the Real Madrid energy drink in the UAE. The company has recently acquired the exclusive rights to market and distribute the drink, branded by the Spanish football team.
The new high-octane beverage is expected to heighten competition in the growing energy drink market in the UAE, where consumers drank about 16.1 million litres of energy drinks last year, data from Euromonitor International show. This was worth about 121.6 million (Dh446.6 million). By 2014, this is expected to grow to 29.6 million litres worth 199.8 million, Euromonitor says.
"Energy drinks were pretty late to appear in the UAE. They were only really launched in 2000," David Edwards, managing director of Imes Consulting Group in Dubai, said in a recent interview.
Real Madrid is is the richest football club in terms of annual revenue, generating ‚513 million in 2012, and the second most valuable, worth ‚1.8 billion. Raju T. Jethwani, chairman of the Eurostar Group, said: "We are living in fast-changing times, where technology takes the lead in the introduction of better lifestyles and a more direct-to-the-point way of doing business.
Eurostar Group takes pride in its ability to bring forth products, solutions and services that are demanded by consumers and various verticals."
The Eurostar Group has firmly established itself as a pioneer and market leader in the digital satellite receiving systems industry. Aiming to duplicate its success into other industry verticals, the group has diversified and has grown dramatically through the strategy of tapping into new territories and expanding its portfolio of products and services.
As noted in the recently published Beverage Industry 2012 State of the Industry report, for the first time, energy drinks have outsold bottled water (for the 52 weeks ending April 15, 2012), in US supermarkets, drug, gas, convenience and mass merchandise retailers.
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