Bisleri launches Urzza energy drink

Bisleri International has announced the company's foray into the energy drink segment with Urzza. A first-of-its-kind product in the energy drinks segment, Urzza is positioned as a'Great Tasting Non-Caffeinated Energy Drink'. Being promoted as anytime and anywhere drink, Urzza is set out to create a new segment by making energy drinks more acceptable for any-occasion-consumption. Its unique flavour has been carefully crafted to be liked by all age-groups. Urzza will be available in 250 ml cans and 300 ml PET bottles.

With this launch, Ramesh Chauhan, Chairman, Bisleri International marks his re-entry into the Carbonated Soft Drinks (CSD) segment 22 years after selling soft drink brands like Thums-Up, Limca, Gold Spot, and Mazza. Positioned as a great tasting'Liquid Charger', Bisleri Urzza is the first energy drink to be available in PET bottles in India.

Urzza will be riding on Bisleri's distribution strength of over 5 lakh outlets. It will be rolled out nationally targeting major metros, mini metros, towns and rural markets. The product will be available in the general trade/retail segment, modern trade outlets, corporate and college canteens, multiplexes, airports, bars, clubs, restaurants, mom and pop stores, grocery store, etc.

The company has also planned an extensive 360 degree marketing campaign involving television, print, digital, outdoor, etc., which will kick-off by mid-September. Making the announcement, Chauhan said; "We are very excited to re-enter the category which we exited 22 years back. We have always believed in coming up with innovative offerings for our customers suiting their needs and preferences. Urzza is our dream project backed up with years of research and aspiration to offer our consumer something unique and refreshing. With the launch of Urzza, we intend to create a completely new segment combining the aspects of a CSD and an energy drink. We are very optimistic on significantly exploding the energy drink segment in the country."

Adding further he said "Consumers today are looking for different choices. Bisleri as a brand is well known for offering convenience packing to its consumer. Following the similar trend Urzza will be the first energy drink available in PET bottles to aid individual consumption. We are looking forward to sell 10 million cases of Urzza in the next 12 months, contributing 10 per cent of the company's sales.”