Red Devil composition. About the Red Devil brand

About the Red Devil brand

The Red Devil energy drink comes from the Netherlands and is considered a premium energy drink. Currently, the drink is very popular in Europe, sold in more than 60 countries around the world and began to expand in the United States.

The European success of the drink was facilitated by the successful sponsorship of the manufacturer, who advertised his product at auto and motorcycle competitions, as well as at water-motor competitions.

In 2007, the brand underwent a rebranding. It was decided to move away from the previous use of the image of a comic book hero, while retaining the "devilish" charm of the drink and its visual symbols - the color scheme and the Mobius strip symbolizing infinity.

The energy "core" of the drink is caffeine and taurine. There is both an alcoholic and a non-alcoholic version.

The Russian distributor of Red Devil, the HappyLand company, at a certain stage had to obtain an official conclusion from a forensic medical examination that Red Devil did not contain narcotic drugs and psychotropic substances.

Healthy
Caffeine in a jar (330 ml) should be no more than 3 cups of not very strong tea.
Vitamins are helpful!
If they bring caffeine and taurine back to normal - there will be my drink number 1!

Bu--uh-uh-uh-uh-uh-uh-uh
It is better to sip 150 grams of vodka and drink beer than to plant your stomach, pancreas, liver and everything else with this vodka; chemical laboratory (((

WHERE??????
Where can I buy Red Devil in a glass bottle?
I support Tina, there is no better cocktail in the world ...
but yes, any chemical cocktail is harmful ... if you play it up every day

cocktail is awesome!
I have never tasted a better Red Devil cocktail! It refreshes in the summer, invigorates at night and cheers on holidays. Unlike other energy drinks!

harmful
It is harmful for the body to consume drinks containing Red Devil. Many of them are very harmful to nerve cells and the stomach. As soon as they are allowed to teenagers?!

When writing a review, try to describe

The series is represented by Red Devil soft drink and Red Devil Alcoenergy low-alcohol cocktail. Interestingly, the low-alcohol version of the drink is much more successful than the “energy. The soft drink is produced at the DIS plant in the Netherlands, as well as at the Docan plant in Poland. Low-alcohol drinks Red Devil are bottled in Russia.

The Red Devil energy drink occupies a leading position in the European and Russian energy drinks markets. The popular formula of Red Devil includes active tonics, including caffeine, taurine, and a vitamin complex, which makes Red Devil one of the most popular club drinks among the trendy and progressive public (see appendix).

The production of the Red Devil energy drink was launched in the Netherlands in 1996. The pleasant berry taste and functional features of the drink quickly brought it well-deserved popularity. The image of a red devil, similar to a comic book hero, and a catchy design ensured the product was quickly recognizable among its target audience. Very quickly, the drink was also appreciated outside the Netherlands, after which Red Devil's victorious march across Europe began. Today, the drink can be tasted not only in Western and Eastern Europe, but also in some Latin American countries. In addition, the drink is successfully sold in the Baltic countries, the CIS and, of course, Russia.

Among the ardent fans of the energy drink, you can meet people of various professions and social status. At the same time, the most active consumers were, of course, young people and active visitors to nightclubs.

Since 2003, Happyland Corporation has the exclusive rights to manage the Red Devil trademark in Russia, and also represents the interests of the trademark in the CIS countries.

The Red Devil energy drink is available both in 0.25l cans and in original glass bottles.

Affordable price, bright recognizable design of the famous European energy cocktail provide the product with stable success in the market.

"Red Devil" initially invested more in HoReCaDi, from the very beginning it was positioned as a club, emotional brand," says Elena Gerasimovskaya, vice president of marketing at Happyland. The Devils supported major dance events such as FortDance, Zeppelin Halloweens, the Total Recall project dedicated to the 20th anniversary of the Russian club movement in Moscow, and the DJ-parade, East Strike and Pirate Station in St. Petersburg. Red Devil, meanwhile, took care of the "disco", glamorous image, positioned itself as a status drink - an essential attribute of a party in a nightclub. Almost all fashion parties in Moscow and St. Petersburg are accompanied by the presence of spectacular female promoters in the form of "red devils" representing the Red Devil brand (see Appendix 6). Many different gifts have been prepared for club visitors: stylish laces for mobile phones, CDs with dance music, T-shirts with Red Devil branding.

To design points of sale, Happyland uses all types of p.o.s. materials that are the most effective today: mobiles, posters, stickers, wobblers, shelf organizers, shelf talkers, price tags, garlands. Practice has shown that in supermarkets and self-service stores, a wobbler is the most effective - a small advertising picture on a long flexible leg, the instability of which allows it to sway from side to side, thereby attracting the attention of customers to the product on the shelf. Also very popular is such a design as a shelf organizer, which houses the real product. This type of p.o.s.-materials visually expands the territory occupied by the product and helps to attract additional attention to the product. Usually shelf organizers are placed directly on the counter or rack. In nightclubs, Happyland installs Red Devil LED lightboxes that fit perfectly into the interior of nightclubs and attract the attention of visitors.

JSC BREWERY "VENA"

The brewery in St. Petersburg was founded in 1872. One of the co-founders of Vienna at that time was the Austrian joint-stock brewing company Liesinger Brauerei. Even then, the plant was equipped with the latest technology and reflected the latest achievements of the world brewing industry of those years. The new history of Vena began in 1994, when the plant became a joint-stock company and was able to attract foreign investors to modernize the production process. In 2004, the company's shareholders decided to merge Vena with the Zolotoy Ural plant in Chelyabinsk. The main shareholder of the united company Vena is the Swedish holding Baltic Beverages Holding (92.6% of shares), the leader of the Russian beer market.

Vena has regional offices in 5 cities: Moscow, Rostov-on-Don, Yekaterinburg, Nizhny Novgorod, Novosibirsk. In addition, the company's employees work in more than 60 large cities throughout Russia. Vena has a quality management system that meets international standards and is certified by the ISO-9001:2000 series.

At the end of 2006, OJSC Vena is to become (along with OJSC Pikra and OJSC Yarpivo) a part of OJSC Baltika Brewing Company (hereinafter referred to as Baltika), which is the leading brewing company in Russia and Eastern Europe Subject to the approval of the merger, the company's brand portfolio will include, along with the largest national brands Baltika and Arsenalnoe, such leading brands as Nevskoye, Yarpivo and Tuborg.

OJSC Baltika Brewing Company was founded in 1990 and registered in July 1992. The main shareholder of the company is Baltic Beverages Holding (BBH), which is owned equally by Carlsberg and Scottish & Newcastle. Since 1996 Baltika has been the leader of the Russian brewing industry. In 2005, the company sold 22.4 million hectoliters of beer.

“The merger of the four companies will strengthen Baltika's position as a leading brewer and the largest producer of consumer goods in Russia, and will also make it a symbol of the success of Russian business around the world,” said Anton Artemyev, President of Baltika Brewing Company. - Thanks to the merger, Baltika will become even stronger, which is especially important in the face of increasing competition in the rapidly consolidating Russian market. The merger will increase the efficiency of all four companies and expand the geography of sales markets.”

Not so long ago, a new name appeared among the manufacturers of fluorescent light fixtures - Red Devil. The idea of ​​a new brand arose from the idea to create an excellent studio light for reasonable money. Many photographers and videographers were not satisfied with the fact that they had to choose between the poor quality of inexpensive lights from the Middle Kingdom and expensive Kino Flo.

Red Devil's new illuminators have been conceived for use in video studios where general, flood and key light is needed. Their luminous flux is regulated with the help of curtains, and the equipment can be mounted on standard studio racks. Everything is done very high quality and even the little things are well worked out, which makes the illuminators very reliable. The devices look amazingly simple. But behind this simplicity lies the elaboration of every detail.

Manufacturers decided to test their offspring by dropping it from the height of the second floor. They did it on purpose to check. The results of the test when the Red Devil Illuminator falls can be seen in the video.

Devices are constantly being refined in the smallest details. Initially, the curtains on the long illuminator, made of sheet metal, were bent when adjusted. Nothing terrible happened, but the manufacturers immediately took this moment into account. Now the curtains are reinforced with an additional stiffening rib. And so in everything! For several months of sales and operation, Red Devil took into account several such trifles, and the illuminators even began to surpass a number of their expensive "colleagues" in some operational parameters.

So far, there are only two bases in the line of devices - RDL4x600S and RDL4x1200S (600 and 1200 mm long, respectively). These bases are equipped with two types of lamps - for 3200 K or 5400 K. Thus, 4 "red devils" are obtained, differing from each other in their performance characteristics. Two - "cold", with a color temperature close to the sun and two more red with warm light to work with halogen lighting or other incandescent lamps. The devices use T8 tubular fluorescent lamps.

Each device has its own purpose, but of course, creative people will find other uses. However, the manufacturer created them for specific tasks:

• - a small device for backlighting when shooting interviews or small objects. It will be convenient for photographers who need mobility and speed in their work;

• - a universal device for a stationary studio, with a large area of ​​illumination. Produces a soft and even light that is used to fill the background. Suitable for creating key light. It is good to shoot large objects with it and even illuminate the room during outdoor photography.

The housings of the illuminators are made of lightweight aluminum alloy, which ensures the light weight of RDL4x600S and RDL4x1200S, despite the dimensions - 630x300x70 and 1240x300x70 mm, respectively, the presence of lamps, curtains and even a built-in ballast. The devices weigh only 2.7 kg and 3.9 kg. Rectangular housings and curtains are painted black, joints and connections are very neatly fitted one to one. For safety, even the corners of the curtains and the reflector were made rounded.

The manufacturer placed the switches for controlling the lamps at the back. The user has the ability to alternately turn off the two extreme, or two lamps in the center. You can regulate the incoming light by opening the shutters, or, if space permits, by changing the distance to the subject.

Red Devil fluorescent illuminators form a uniform light coverage without dips. The area of ​​illumination differs from the illumination obtained using a softbox in that the light spot is soft, does not have a pronounced focus, and the borders from it are, as it were, shaded.

Increased light output is obtained due to the fact that the specially designed form of the reflector is silver plated. The luminous flux thus becomes comparable to that which the photographer can obtain from halogen lamps with a power of 300 W and 1000 W. Plus lies also in the fact that the power that is consumed during operation is only 72 watts and 144 watts.

The manufacturer also made sure that the devices were equipped with brackets with ball clamps, which make the control mobile during the shooting process. The illuminator can be quickly and easily deployed as needed. Another nice detail that testifies to the versatility of the kits is the elastic fabric diffuser. Its use guarantees technically high-quality images when shooting shiny objects, glass and jewelry. The diffuser can be mounted in close proximity to the lamps, which allows you to maintain the intensity of the light flux.

And finally, I would like to note that all Red Devil devices meet the requirements of Russian standards, are made with high quality and by default are equipped with Osram lamps with a color rendering index CRI of 92%. It is possible to complete with lamps with CRI 97%. Such lamps exclude flickering. All in all, Red Devil fluorescent lights are worth looking at for experienced and professional photographers and videographers.

The Red Devil energy drink has a relatively low taurine content. Its formula was developed in the Netherlands in 1995. The product is distributed by a branch of the British company Britvic. Its slogan, The Taste of Energy, is known around the world for the aggressive marketing strategy the company uses for this product. The Red Devil brand, like its competitors Red Bull and Adrenaline Rush, sponsors various extreme sports competitions, including the World Rally Championship, Powerboat Formula 1, Drag Racing and many others.

The history of the drink

Initially, the energy drink was only sold in the Netherlands. After some time, production was launched in Poland. The container was a 12 oz (340 ml) glass bottle. Over time, it was replaced with aluminum cans.

Later, under the same brand, the production of a Light version of the drink with a minimum sugar content began, and a line for the production of caffeinated chewing gum Red Devil Energy Gum was also launched. Following its market success, Red Devil became a sponsor of many racing teams.

In February 2004, Happyland, headed by Olga Kurbatova, received the rights to bottling the drink in Russia. In 2007, the drink appeared in the USA. Together with the company Impulse One, a new formula was developed, specifically for sale in the states. A new container has appeared - a 16-ounce (475 ml) aluminum can. The drink itself began to have a sweeter taste with a berry aftertaste. As in Europe, in the US market, along with the regular Red Devil drink, a Light version was also sold.

In August 2008, the product went on sale in select Australian cities. In June 2010, sales of the drink were launched in small quantities in Norway as a test. After its success, a full-fledged sale of the drink was opened on the Norwegian market in January 2011.

Red Devil in Russia

The product became the leader in the Russian market of energy drinks from the moment of its appearance until 2007. Then he immediately fell to 4th place in popularity (6.6% of total sales). The product was outperformed by Adrenaline Rush (41.8%), Red Bull (23.9%) and Burn (14.4%).

Even lower was another drink from Happyland - Jaguar. His popularity plummeted to 3%. To this day, the sales share of the domestic Red Devil in the market is extremely small compared to the shares of its foreign competitors. This is mainly attributed to the wrong positioning of the drink - it was promoted as a "club", in contrast to its Austrian competitor Red Bull, which was originally positioned as an "invigorating drink". Hence, a smaller mass turnover was formed. The main volume of goods is sold through the HoReCa system.

In 2015, due to established laws on the sale of alcoholic beverages, the alcoholic version of the product disappeared from Russian shelves. Red Devil soft drink is still sold in many stores, albeit in much smaller quantities compared to its early years.

Compound

The approximate volume of the components of the drink "Red Devil" with recalculation for 100 grams of the product:

• Carbohydrates - 12.5 g.
• Taurine - 30 mg.
• Caffeine - 30 mg.
• Ascorbic acid (C) - 24 mg.
• Niacin (B3) - 6 mg.
• Pantothenic acid (B5) - 2.4 mg.
• Riboflavin (B2) - 1 mg.
• Pyridoxine (B6) - 0.8 mg.

The total energy value is 52.8 kcal. The average amount of caffeine per standard European can (340 ml) is 115 mg.