A premium energy drink endorsed by the world-renowned Tonino Lamborghini is set to take the soft beverages market by storm following its launch in the UK. Tonino Lamborghini Energy Drink is a carbonated taurine*-free energy drink, blended with caffeine and vitamins B6 and B12 to provide an instant and sustained boost that can improve performance, sharpen reaction times, and prolong concentration during times of intense mental and physical exertion. Available in four variants – Original, Light, Apple and Fruits – it carries a recommended retail price of £1.29 for a 250ml can.

taxi-copy-1Packaging for the Tonino Lamborghini Energy Drink range is striking, guaranteeing maximum shelf standout in an increasingly busy energy drinks fixture. The elegant, slim-line, brightly-coloured aluminium cans are emblazoned with the iconic bull, the Lamborghini family crest, found on the badges of Lamborghini cars. As well as the name Tonino Lamborghini, which is written in the original Lamborghini font, the cans carry the slogan “Power of the Myth”.

Tonino Lamborghini is the son of Ferruccio Lamborghini, who founded the legendary luxury sports car maker Automobili Lamborghini in 1963. Tonino has since gone on to become a global business phenomenon in his own right, via a range of Tonino Lamborghini-branded luxury goods sold across a range of sectors including food, fragrances and clothing. Latest figures show sales of Tonino Lamborghini-branded products up 40 per cent to E130 million** (£116 million).

Tonino Lamborghini Energy Drink is already available in many countries worldwide, including the US, and has quickly established itself as a major beverage brand globally. In the UK, it will be distributed exclusively by Birmingham-based Sterling Distributions.

Sterling Distributions MD James Hammond said: “Tonino Lamborghini Energy Drink is a great-tasting and highly-effective product boasting exceptional and unique brand values. There is no other product like it on the market, which is vital because the energy drinks category has become one of the most fiercely competitive spaces in retailing today. We’re confident that Tonino Lamborghini Energy Drink will appeal to millions of consumers, from car-crazy Top Gear fans to those simply looking for a premium and high-performance energy drink.”

Tonino Lamborghini Energy Drink is available in a range of pack sizes to all retail channels, including multiple supermarket chains, independent retailers, forecourt retailers, cash and carries and in the on-trade. The brand has already secured listings with a number of wholesalers.

The launch is being supported with high profile marketing activities. Tonino Lamborghini Energy Drink representatives will be driving around in specially branded Smart Cars handing out merchandise such as mini fridges, ice buckets, hats and T-shirts – all enhanced with Tonino Lamborghini branding. Other initiatives, including TV advertising and sponsorship are at the planning stage.

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