Rich Energy

Rich Energy

Rich Energy is an energy drink sold by Rich Energy Ltd, a British company created in 2015. Rich Energy is a current competitor to main brands Red Bull and Monster Energy.

British entrepreneur William Storey developed a recipe with an Austrian scientist and invested in a £50 million factory in Austria. This took over 6 years to make and the brand was eventually launched in 2015.

Rich Energy is sold in a tall slim black and gold 250ml can. The energy drink is currently only available in a 250ml can with 2 available options: Original and Sugar-Free. Rich Energy caters to a high-end profile market and its current slogans include sayings such as 'Premium Innovation' and 'British Performance'. Rich Energy have created acknowledgement of their brand through extreme sports events such as the Monaco Grand Prix, Isle of Man TT, British Superstock 1000 Championship Racing and Hoode Ram Fest to name a few.

Rich Energy's marketing arsenal also includes many Partners and Ambassadors. These include partners Hilton, Marriott Hotels & Hugo Boss plus many Ambassadors including ex-footballer Newcastle United legend Rob Lee and Middleweight Champion Gennady Golovkin.

Energy drinks have been proven to have many health risks over the years such as danger when being used with alcohol and repeated consumption can lead to heart problems and cardiac arrest. The European Food Safety Authority (EFSA) said that consumption in moderation is not harmful and the amount of caffeine in an energy drink is safe. The same amount of caffeine in one cup of coffee is equal to a 250ml can of Rich Energy statistically.

History

In 2009 William Storey from Richmond, England met an Austrian scientist who wanted to make a better energy drink. He thought if the drink was made with mineral water taken from a natural alpine spring and used with organic sugar cane it would improve the quality of taste and generally be better for your health. It's taken 6 years for the recipe to be perfected, tested and improved by market authorities.

In 2015 Rich Energy was launched in the UK as an exclusive product. The design of the can is based on the heritage of its upbringing Richmond, England. The Richmond stag is a symbol of the town and they can often be sighted in Richmond Park. Many royals in the 15th/16th century used to hunt stags in the "Newe Parke of Richmonde". The stag goes back many centuries and is a big representation of Richmond hence the gold stag can design.

As of 2017 Rich Energy has gained popularity in many UK bars, hotels, events and nightclubs. Rich Energy can be found at many exclusive promoted events and are now also available in Oddbins amongst other retailers such as wholesalers, forecourts and discounters.

Ingredients

Rich Energy contains Mineral Water, caffeine, taurine, organic sugar cane, sucrose, glucose and B vitamins (B6, B12).

Health effects

Energy drinks have the effects that caffeine and sugar provide, but experts still argue about the possible effects of the other ingredients such as taurine and the high sugar content.

The European Food Safety Authority (EFSA) concluded that exposure to taurine and glucuronolactone at the levels presently used in energy drinks is no safety concern.

In its scientific opinion on the safety of caffeine of 2015 the EFSA concludes, that "Consumption of other constituents of energy drinks at concentrations commonly present in such beverages would not affect the safety of single doses of caffeine up to 200 mg." Also, the consumption of alcohol, leading to a blood alcohol content of about 0.08%, would, according to the EFSA, not affect the safety of single doses of caffeine up to 200 mg. Up to these levels of intake, caffeine is unlikely to mask the subjective perception of alcohol intoxication. Habitual use of caffeine up to 400 mg per day does not.

According to SAMHSA, the number of people hospitalized due to energy drinks doubled between 2007 and 2014 in the US.

F1 Controversy

Rich Energy have been in talks with Silverstone-based Force India according to many newspaper articles and online blogs. William Storey told Richmond & Twickenham Times that the move to buy a Formula One Team was a "natural progression" for the company. He went on to say: "Formula One makes a lot of sense to support international expansion and motor racing is the sweet spot for our marketing function".

There has been speculation on an imminent deal being put together within the regions of £100m - £200m.

Although, there has been controversy surrounding Vijay Mallya who is facing money laundering charges in his home county. Furthermore, Force India's Principal Bob Fernley has denied the claims and rumours against Rich Energy about being on the verge of buying out the team. An offer was put forward at the end of April by Rich Energy but the deal for a buyout is still very much in the air.

Partners & Ambassadors

According to richenergy.com Rich Energy have several key partnerships who help promote the brand. These include:

• Pirelli
• SMB Monaco
• TalkSPORT
• Castle Air
• Ultima Sports
• GGG Promotions
• Youngs Pubs
• Staxoweb
• West Ham United
• Bidfood
• Hugo Boss
• Alex Thomson Racing
• Boxnation
• Brandsmiths
• True Heroes Racing
• Hilton Hotels
• Marriott
• Enotria

Rich Energy also have many people who act as ambassadors for the brand. They post and promote Rich Energy on their own social media accounts. These include:

• Rob Lee
• Gennady Golovkin
• West Ham Ladies Football Club
• Toby Sowery
• Dakota Schuetz
• Born Fearless Boxing Team
• Phil Campion
• Jim Walker
• Alex Thomson

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