XOWii energy

Product Type:Functional: Energy Drink: Regular; Container: 8.4 oz can
BevNET Review: Xowii (pronounced “zow-ee”) is a drink that’s been fortified with Kona Red coffee berry extract, glucosamine, and a “superblend” of superfruits. Ultimately, this carbonated beverage derives its flavor from some rather tart juices (10 percent juice content including acai, grape, elderberry, aronia, chokeberry, blackcurrant, purple carrot, and hibiscus), which is why it pours with a dark purple hue. It’s sweetened with stevia, which keeps the calories under control at 55 per can and, thanks to the tart juices and their natural sugars, the product doesn’t have a nasty sweetener aftertaste. On the functional front, the product has green tea extract and guarana extract for caffeine, D-Ribose for lasting energy, and added B vitamins. There’s certainly some kick to the product, but it’s on par with the category average (which is fine by us). From a design standpoint, the product has a technical look to it, which helps establish a sense of credibility for the product. Having a name that’s not overly intuitive is a questionable move, but once you do figure out how to say it, Xowii has a nice ring to it. They’ve kept the front of the can clean and easy to read, with the side of the can featuring explanatory text that’s well written and easy to understand. Our biggest concern for this product is its lack of personality or something to connect with the buyer. While the product both looks and tastes good, it’s not overly obvious who they are trying to reach with this product. Otherwise, an enjoyable effort that has some nice points of differentiation inside the can. Reviewed on: 11/13/2009