Another Québec energy drink takes a major step to challenge Red Bull.
I wrote in a previous post how an “anti-energy drink” called Slow Cow was hoping to chip away at Red Bull in Québec by offering Quebeckers a way to de-stress.
Now another Québec brand is stretching itself to tap into a massive market via the X Games. Base, a favourite of Québec’s nightlife crowd who mix it with Vodka, is now X Games' official energy drink.
Are Quebeckers bigger consumers of energy drinks?
While retail sales data would provide a more accurate picture, reported consumption data from PMB 2008 suggest Quebeckers are more avid consumers of energy drinks. The data combine sports and energy drinks – which Quebeckers are less likely to say they consume. However, a look at specific formats (cans vs. bottles) suggests they are more likely to consume energy drinks than Canadians in the rest of Canada since sports drinks tend to be packaged in bottles and energy drinks such as Red Bull are sold in cans.
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