V gets its first taste lift in 26 years

September 15, 2023
By Rachel White

Frucor Suntory has given heritage energy drink V its first taste lift in 26 years, promising fans the reformulated taste and packaging retains the essence of the original with added flavour.

Allison Yorston, Chief Marketing Officer Oceania at Frucor Suntory, said the flavour update has been formulated based on research insights from loyal V customers.

“V Green has gained an extremely loyal following since its launch 26 years ago. ‘Original’ energy drinks continue to be the largest segment of the category and continue to maintain strong year-on- year growth – with V Energy leading this charge.

“It is iconic and we know Aussies reach for V Green when they want a burst of energy and joy to help them through the day. The new taste is everything people already love, with more of the best bits. We spent time with drinkers of V Green during the development to understand what they loved most, which has resulted in a smoother, more invigorating V Green,” she said.

The rollout of the new-look V has already begun, starting with the 250ml green cans earlier this month, with the larger cans and bottles to follow until the whole V family reflects the new bubbly, fun and refreshing look.

“The energy drink category is experiencing impressive growth. The updates to V Green reflect our willingness to continue to innovate and drive the category forward to give consumers what they want. By changing V Green – both from a flavour and design perspective – we believe we have met the needs of existing drinkers and new ones,” concluded Yorston.

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