Cult becomes a Shaker in energy and alcohol Cult Energy Activator is launching a new ready to drink (RTD) alcoholic version of its popular energy drink in February 2003. The new product is called Shaker and is a mix of the 100% natural Cult energy drink and 5.4% premium alcohol. Cult Energy Activator, launched in 1998, is the clear leader of the Danish energy drink market. Although the energy drink market in Denmark is the second smallest in Europe, the Cult brand dominated with 85% share in 2002. Functional energy drinks have become so popular in bars and clubs that unsurprisingly products have been adapted to better suit this environment and compete against the insurgence of flavoured alcoholic beverages, such as Smirnoff Ice. A nationwide PR campaign will support the launch of Cult's Shaker, which will appear on the shelves of all major convenience and Cash 'n' Carry stores like Shell, 7-Eleven, Statoil, Q8, Texaco, Metro and more than 100 discos nationwide.