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*The Challenger XL energy drink brand has added an additional 20 countries to its list of territories since the start of 2007 and is now present in over 75 countries worldwide. Since its market entry, the the company claims to have sold more than 170 million cans worldwide. *

According to Challenger UK General Manager Kobi Ludwin it is the evolution of the British worker’s lifestyle that offers the greatest opportunity for XL:

“The energy drinks sector grew by 14% in 2006 and although this expansion slowed in 2007 there is still scope for growth. Penetration of energy drinks in the UK is currently at 20% but it is as high as 50% in some other countries and the long working hours put in by the British, combined with commuting, means that there is a greater pool of potential new consumers to be targeted.

“Young workers who enjoy drinking and clubbing are a really key consumer group for us as they tend to mix energy drinks with alcohol to keep them going through the night. The clubbing and promotional scenes are definitely the focus for XL as we break into the UK market.”

XL is a lightly carbonated energy drink that contains the same amount of caffeine as a cup of coffee, combined with taurine – known to have antioxidant and detoxifying qualities – and vitamin B, which plays a vital part in increasing metabolism, supporting mental and physical performance.