Official Brand Overview
Pure energy. That’s the long and short of it. Pure energy and functionality are Battery’s ultimate promise – the competitive weapon against hype and over-tiredness. Function over fuss. The story begins in Finland, during the mid 90s. Energy drinks were a rapidly growing category, and this business opportunity was also noticed by Sinebrychoff. The brand concept reflects the fact that Battery Energy Drink’s country of origin, Finland, is widely known for high-tech, functional and practical products. At the same time, various recipes for the actual liquid were developed, tested, re-developed and tested again. It was important to develop a product that would be both great tasting and credible in functionality. Fortunately, the product development team managed to find the perfect solution very quickly. After all, who could be more skilled to develop an energy drink than a Finn: In Finland the winters are all dark but you still need to stay awake, and in the summer it is all light and you want to stay awake. Battery Energy Drink was launched in the beginning of 1997, as the very first energy drink in the Finnish market. The concept was immediately understood by customers and consumers, thus providing a favorable start for the brand. One key success factor was, and has been ever since, the organization’s motivation and drive to make things happen: Battery Energy Drink was on the agenda for everyone, and everyone saw the great potential in it. Good experiences from Finland as well as the universally understandable concept gave Sinebrychoff the confidence to start the export operations of Battery Energy Drink. By the turn of the millennium, Battery Energy Drink was available in several countries. 15 years after the launch, there were already 40 countries on the Battery Energy Drink map, each with their own characteristics and fascinating stories.