NEW ENERGY DRINKS FROM CULT

CULT and Astralis - which are the world's best teams in Counter-Strike - have entered into a collaboration, and jointly launch two completely new CULT variants.

One product is a classic energy drink with a taste of blood orange / orange, while the other is a sugar-free variant with a taste of lemon / lime. Both flavors are very popular in the soft drink category.

"We see a development within sugar-free energy drinks, where it is not necessary to compromise on taste," says Lise Tjell, Marketing Manager at Royal Unibrew.

The products - developed with input from Astralis' players, coaches and performance teams - are based on what the sports players need in an energy drink to be able to make a maximum effort.

“It is a new collaboration for the CULT brand, and it has been exciting to take our knowledge and experience, and make it merge with the wishes that Astralis has. The new energy drinks are the result of a strong collaboration at all levels, ”explains Lise Tjell.

Interest in esports is gaining momentum in recent years, also in Denmark where 96% of all teenage boys play computer games. There is a strong link between gaming and energy drinks, with studies showing that almost half of all gamers drink energy drinks.