28 Black – new generation energy drink  

Most energy drinks taste artificial because they are artificial. 28 Black represents a new generation of energy drinks: it contains no taurine, artificial colouring or preservatives and it’s gluten-free, lactose-free and vegan.

Premium energy drinks are all instantly recognisable with their minimal design style and 28 Black works superbly well alone or as a mixer in cocktails and long drinks.

28 Black offers the same great taste from the Classic energy drink flavour, offering further line extensions in Acai, with its unmistakable fruity note from the extract of tropical Açaí berries and Açaí Zero without sugar and low in calories.

“Energy drinks today are no longer consumed by only the classic need-based users alone,” stated Infinity Brands Sales Director Nick Fratini, “They’ve become a beverage for everyday use.

“This is increasing the importance of having a wide product range in order to satisfy the different needs of demanding consumers.”

Fruity-taste energy drinks are growing disproportionately within the energy drinks segment and already represent a market share of 30% according to Infinity Brands.

The brand is being supported with POS, trade marketing and in-house promotional activity.