KATHMANDU: Nepali consumers, who only viewed the F88 luxury energy drink on advertisements through FashionTV, can now have the product in their hands. The internationally recognised luxury energy drink was introduced in Nepal by Ray Global Trading Pvt Ltd (RGTPL) in September 2011, and is gradually gaining popularity. A product of FashionTV, the energy drink that began production in Austria from 2010 has already made its mark in more than 30 countries and is now luring Nepali customers to get a taste of it.

F88 luxury energy drink is reportedly based on an improved formula, which has been especially developed to provide intense sustainable energy boost for those who lead active and vigorous lifestyles. “This energy drink can be enjoyed by itself or as a mixer, at work or with friends, when partying or relaxing,” said Arjun Bhandari, managing director of Ray Global Trading, sole distributor of FashionTV drinks in Nepal, adding that a can of F88 revitalises both physically and mentally. “It contains alpine water but no artificial colours, flavours, or preservatives,” he said. According to him, most energy drinks available in the domestic market are chemically manufactured, making them unsuitable for heart patients. He informed, “F88 has maintained European standards with proportional composition of the ingredients, making it one of the healthiest choices for consumers.” The company claims that their product has minimal side effects when compared to other energy drinks.

Available in 200 ml cans, its market price is Rs 90. According to Bhandari, they have been selling the product from around 50 outlets in major cities like Kathmandu, Pokhara, Dharan, Chitwan, et cetera. Excited with the initial response received by the energy drink, he said, “Unlike other brands of energy drinks, we have our own niche market for F88.” The company claims that the product is most preferred by urban consumers, and is consumed at clubs, restaurants, and bars. When asked about the product’s branding, he said, “We are privileged as there is frequent airing of television commercial of F88 on FTV, which is great for brand visibility.” According to him, they have also been embracing print media and sponsoring events for additional publicity, and the company spends 20 per cent of its total profits on brand publicity. Bhandari revealed, “We are soon going to incorporate an innovative publicity tool at various stores to promote the brand.”

Besides F88, RGTPL has also been distributing FVodka, which is produced in Poland. The company imports both the beverages from Germany.

“We are also planning to introduce F18 luxury acai energy drink with cranberry juice by mid May,” Bhandari said, adding that the new energy drink is slated to be a perfect provider of energy, beauty and health. According to Bhandari, they have been working hard to meet their target of selling as much as 18,000 litres of the energy drink on a monthly basis.