The energy drinks market is expecting to reach the 3-million litre mark this year after attaining a total of 2.5 million litres in 2005. The level reached last year was double that of 2003, when consumption of energy drinks stood at 1.3 million litres. Predominantly, market growth of this segment was driven by and coincided with the development of retail networks. Austrian producer Red Bull, owner of the best selling brand of energy drinks in Romania, saw its business increase five-fold last year, to 10 million euros, after setting up its own representative office and expanding its area of distribution by including several outlets in its customer network. In terms of value, the retail segment generated 6 million-euro sales for producers and importers of energy drinks last year, equivalent to 1.19 million litres, according to an AC Nielsen study. Coca-Cola says Romania is one of the first markets it entered with the Burn energy drink in 2001. "All channels on the market are very important in terms of sales of the Burn energy drink," said Coca-Cola HBC representatives. Food distributor Whiteland has recently launched the Amaze and Tantra brands, with the latter being the first exotic drink (with slightly aphrodisiac effects) on the energy drink market. Interbrands, the biggest distribution company in Romania, also entered the energy drinks market in June, by importing the Rockstar brand. This year also saw Quadrant Amroq Beverages launch PepsiX, currently the only player on the energy-cola segment.
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