AAFES Energy Drinks: New Flavors, Positive Impact —E and C ...

AAFES Energy Drinks: New Flavors, Positive Impact

Townes

According to AAFES Beverages Buyer Adrienne Townes, the energy drinks beverages subcategory had generated $60 million in energy drink sales from the beginning of fiscal 2015 in February through the end of October, down 2 percent to the prior year.

"However, with all the new innovation from all of the energy drink vendors, along with the right promotions, I believe there still is room for growth," she told E and C News, adding that new flavor profiles have stimulated interest in energy drinks by AAFES customers.

"The new flavors have really had a positive impact on energy drinks," she said. "In 2014, both the Red Bull Red Edition and the Blue Edition were in the top 20 based on sales quantity," she noted. "For 2015, the Red Bull Yellow Edition Tropical has already risen to the No. 14 energy drink position."

Townes said that the most popular energy

drinks in AAFES's assortment include all the top names and popular sizes of this type of beverage. The category remains a difficult one to draw generalized distinctions between one product and another since pricing and package size can vary considerably, as does the number of beverage units in a pack, for example, some popular beverages retail in 6-packs versus others in 4-packs.

"All things considered, I think energy drinks is doing well," Townes said. "Sales for the overall non-alcoholic beverage category are down about 3 percent through October, while the energy category was down only about 2 percent for the same time period.

"We will continue to review the category to make sure we have the best assortment for our customers, as well as work with our vendors to be first to market on key newitem launches, which will help grow sales overall."

EXCHANGE and COMMISSARY NEWS

AAFES Fiscal 2015 Top-Selling Energy Drinks

By Unit Volume

1) Monster Energy Drink (16 oz.) 2) Red Bull (8.4-oz. single) 3) Monster Zero Ultra (16 oz.) 4) Red Bull (12-oz. single) 5) Red Bull (16-oz. single) 6) Monster Mega (24 oz.) 7) Monster Lo-Carb (16 oz.) 8) Monster Energy Ultra Red (16 oz.) 9) Monster Ultra Blue 10) Monster Absolutely Zero (16 oz.) 11) Monster Ultra Zero (24 oz.) 12) Red Bull (20 oz.) 13) Monster Rehab (15.5 oz.) 14) Red Bull Yellow Edition Tropical

Note: Current as of Oct. 31, 2015. Source: AAFES

NOVEMBER 2015 | 31

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