Hong Kong – Basketball champion Mike Miller today launched L.I.F.E.; a sparkling energy drink that is available in over 1,000 retail outlets across the HKSAR and Macau. Specially formulated to suit the Asian palate, L.I.F.E. is now on sale in convenience stores and supermarkets throughout Hong Kong and has already exceeded re-order expectations. The legendary Shaquille O’Neal made a special appearance to further support the launch.
L.I.F.E. is owned by Mike Miller who along with his team created MWFC Global Ventures Hong Kong Limited as the rights owner in Asia with Hong Kong being the first market to sell the drink in the region. A total rebrand, L.I.F.E. has also launched in Macau followed by China at the end of Q4 2015 at which time the premium energy drink will be available at more than 100,000 retail stores.
Designed as a punchy pick me up and a mental and physical energizer, L.I.F.E. is sold in 270ml cans and priced at HK$17.90. Standing out from the competition with its vibrant yellow and orange packaging, the initial design features All-Star basketball player Kyrie Irving.
Mike Miller, commenting at the launch, said,
“The key market differentiator and as a result of considerable market research, L.I.F.E. is formulated specifically for the tastes of consumers in each market. Rather than take a one size fits all approach, L.I.F.E. tastes different to match consumers’ tastes in Hong Kong, China or Macau. Importantly, there is a clear correlation between energy drink consumption and people playing basketball in Mainland China; both are trending upwards.”
Basketball has a huge following in Asia. In Hong Kong; every secondary school has a team and the Hong Kong Basketball Association organizes over 2,200 local events every year. In China, basketball is followed more than any other sport with over 73 million following the NBA on social media and 300 million casual players in China.
“Hong Kong is such a great market to launch L.I.F.E. as it is a hugely vibrant and exciting city and a place where youth culture plays an important role in influencing other markets across the Asian Pacific region. Hong Kong’s youth culture has many cross points with L.I.F.E. such as basketball, music, fashion, sneaker culture, video gaming, entertainment and others making this the perfect launch pad,” Miller added.
Miller’s team’s vision is to use MWFC Global Ventures Hong Kong Limited to build a portfolio featuring established or young beverage brands in North America and Europe and re-engineer them for Asian market penetration. So far, with first round funding secured phase 2 investment is now being sought for L.I.F.E.’s expansion into China and other markets in Asia.
Christian Waters, Managing Partner, MWFC Global Ventures Hong Kong Limited, commenting on today’s launch said,
“It was critically important for L.I.F.E. to hit the market running and seizing share from the get go. MWFC’s considerable beverage know-how, knowledge and deep market understanding meant that L.I.F.E. was launched as a complete product package specifically suiting local tastes and instantly resonated with the target market.”
As a new energy drink in Asia, L.I.F.E. is up against some stiff competition. However, the brand made such a strong impression with A.S. Watson Group that they signed a three-year agreement for the exclusive sale and distribution rights.
Manufactured in Asia under strict guidelines and codes of practice and certified by authorities in China, Hong Kong and Macau, L.I.F.E. has already made a giant impact on social media sites such as Facebook where it has overtaken existing, well-established energy drink brands within a very short space of time.
Philippe Chan, General Manager, MWFC Global Ventures Hong Kong Limited, commented,
“From concept to shelf took just eight months. Normally, it can take beverages up to two or more years to hit the market. MWFC’s expertise meant that L.I.F.E. was able to fast track an entry into the market, win an amazing distribution agreement with A.S. Watson and open in three markets all in less than a year.”
L.I.F.E. by Mike Miller launched when he was a member of the NBA Champion Miami Heat. The USA energy drink formula was originated so that Miller and his NBA teammates could consume the beverages at practice and during games. The healthy formulas were geared towards athlete’s specific needs during times of recuperation and high performance game situations.
About MWFC Global Ventures Hong Kong Limited
MWFC was created by Mike Miller, Christian Waters, Curtis Flaitz, and Philippe Chan as the IP holding company for L.I.F.E. inside Asia, most recently executing a 3 year agreement for the beverage inside Hong Kong, Macau and China. Equally important MWFC was established as a uniquely robust entry point for Western Food & Beverage brands in which to lucratively launch into the Asia Pacific. MWFC will be looking for strong capital partnerships in which to further their strong portfolio of beverage brands with inside SE Asia and globally.