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EXPAND Up for a ‘tasty energy boost’? New energy drink MTV Up! is marketed as an ideal mixer for vodka, gin, white or spiced rum and can be used to create cocktails. The product is also said to be “delicious” on its own, as a “tasty energy boost”. MTV Up!, according to the brand, is designed to inspire creativity and boost potential, encouraging Aussie millennials to enjoy life, have fun, discover music and live to their full potential. While the current major energy drink players in Australia focus heavily on sports, performance, and high-octane activities, MTV Up! is promoted as being positioned in a different audience segment, focusing on a gap in the market: millennials who are “passionate about music, travel, fashion and seeking new experiences”. MTV Up! is now available nationwide at BWS and Dan Murphy’s, and is also ranged at a variety of service stations across Victoria. BEVERAGES Here’s to energy, stamina, immunity Doctor V is said to be disrupting the global energy drink category with a “healthy” alternative made with herbs used by Russians to boost energy, stamina and immunity. The range includes Brain Storm for “faster and clearer thinking”, Siberian Rush for pre-workout, Bender Mender for “faster recovery”, and Karma Karma for a “gentle energy lift and mood support”. All variants are said to be free from artificial colours, flavours, preservatives and synthetic herbs. In Australia, Doctor V has national ranging in independent supermarkets, petrol and convenience, and select gyms and fitness clubs. ‘Drink smart to think clearly’ Dubbed “the world’s smartest drink”, Ārepa is promoted as providing a caffeine-free, sugar-free, plant-based, and “healthy” beverage alternative aimed at enhancing mental clarity. Formulated by an Australian neuroscientist, the “first of its kind” beverage is said to be “scientifically proven” to keep you feeling calm and thinking clearly under moments of pressure. Ārepa’s patented drink formula heroes Neuroberry – a unique variety of blackcurrant – which is claimed to have “exceptional properties” underlying its effects as a mood and cognitive enhancer. Ranged in two 300ml bottle variants of Performance (RRP $6.99) and Lite + Sparkling (RRP $5.99), Ārepa is now available to buy from the chilled beverage aisle in the top 200 Coles stores across Australia. MAR/APR, 2021 CONVENIENCE WORLD 39 your range