Mad Dog Drinks Ltd to Launch Into India Through BE Energy Lemonade

London, England, July 17, 2015 (Newswire.com) - Mad Dog Drinks Limited is delighted to announce its entrance into the USD 3.75bn Indian carbonated soft drinks market. Mad Dog Drinks will be launching it’s BE Energy brand having earlier this month obtained approval from the Food Safety and Standards Authority of India (FSSAI). BE Energy will initially be launched across Delhi and NCR in September 2015 before being rolled out across other ‘Tier 1’ cities in India.

Mad Dog Drinks directors have been actively targeting the Indian market due to its population of 1.2bn and 435,000 modern trade outlets. Energy drink coverage in India is currently 11% (48,000) outlets, worth an estimated USD 140m per annum and growing at 22.5%. BE Energy Lemonade benefits from being a hybrid that cross’s over the Energy Drink and Lemonade sectors allowing it to participate in a much larger percentage of the Indian soft drinks market. 

"Entering the Indian market through Urneed Online Retail, is a huge step forward for Mad Dog Drinks as we strive to achieve global coverage for our products".

Ross van Geest, Managing Director

The distribution will be undertaken by UrNeed Online Retail, a firm that focuses on Institutional clients, B2B as well as channel retail across Delhi NCR. UrNeed currently has distribution contracts with global brand owners such as Hindustan Unilever Ltd, GlaxoSmithKline Consumer Health Care Ltd, Cadbury India, Reckitt Benckiser India and Ferrero Rocher India.

BE Energy is the second energy drink brand of Mad Dog Drinks Limited which was developed in 2014 specifically for the MENA region. In just under 9 months BE Energy has attracted some of the largest distribution partners across the GCC and is also expected to launch in Indonesia and Malaysia later this year.