Energade was launched in 1993 as a sports and energy drink proposition. The brand’s success at entrenching the brand with sport consumers at launch was secured through key strategic sponsorships of both SA Rugby and Cricket. The brand also secured an association with the Sports Science Institute of South Africa to underpin all sponsorships with the objective of building brand credibility.

Packaging innovation has improved the functionality and flavour innovation has brought new flavours into the range, improving on shelf impact, satisfying consumer taste patterns and ultimately encouraging trial.

In the past few months, flavour innovation and to a lesser extent packaging innovation has been introduced in the form of Run Out Lines which are themed around a key strategic sponsorship to drive aspiration value and build awareness of the brands association with particular sponsorships. Since 2003 the Run Out Line’s have been as follows: Energade Apple (2003 SA Rugby); Energade Cocopine (2004 Kaizer Chiefs) and Energade Gold (2005 SA Rugby).

As Energade is a sports energy drink that replenishes what exercise takes out of you, we aim to be the drink of choice for any sports person preparing for or recovering from regular exercise or planned fitness events.