潜水简报:
- 7-Eleven正在推出自己的品牌的能量饮料，称为地震，according to a release。便利店链条表示，其新产品将B维生素，电解质，肌酸，辅酶Q10，每12盎司罐中的支链氨基酸和250毫克的咖啡因组合。
- Quake有四种味道 - 原创，橙色融合，热带柠檬和浆果爆炸 - 只在参加7-Eleven商店提供。饮料不含糖，不含人工香料。
- Suggested retail price per can is $2.49, and the company said it has a buy-one-get-one-free offer for a limited time. Tim Cogil, 7-Eleven's senior director of private brands, said in the release the company created the product because c除了传统品牌优惠，Ustomers希望能量饮料具有更多的利益。
潜入洞察力：
随着能源饮料空间越来越拥挤，7-Eleven的地震需要突出成功。由于许多客户来到其便利店，他们可能会给新的地震能量喝酒。
地震结合了许多趋势，更好的品质 - 包括没有糖或人工香料，包括电解质 - 所以它可能会挖掘消费者需求。但是，除了公司进入这个流行的空间，还有原因除了潮流和便利。根据IRI数据cited by 7-Eleven。Quake will have the advantage of getting prime placement in thelargest chain in the convenienceindustry.
Despite the potential advantages, 7-Eleven won't have an easy time fighting off competition from other big-name energy drink producers.亚马逊最近宣布了它正在推出自己的私人标签品牌，遗产苏打巨头Coca-Cola is getting into the spacewith an energy drink,Keurig辣椒博士刚刚推出了新的肾上腺素休和该空间的领导者Monster also just announceda new beverage: Reign.
Although the competition has a lot of big name brands, Quake might be able to steal shoppers with its price. At $2.49 for a 12-ounce can, and a buy-one-get-one-free introductory deal, the product's low cost could win fans right off the bat. However, it's another matter to impress consumers enough to hang onto them.
7-Eleven has been differentiating its offerings for some time拥有更多食品和饮料产品，所以这似乎是另一个路上的路。该链已经提供了其他品牌饮品的阵容，其中许多人响应消费者的贪婪和去生活方式 - 有机冷压汁，瓶装茶，椰子水和瓶装冰奶咖啡。此类产品有助于将公司的第一季度收入提高29.8％，according to USA Today, with close to 14% of all c-store and gas station visitors coming to one of its 9,573 U.S. outlets in April of this year.
这entire energy drink market, however, could be in trouble with research showing they can pose health problems.最近的一项研究发现饮酒含咖啡因能量饮料可以提高血压。Other research建议与心脏问题的联系。这World Health Organizationhas said that high consumption of energy drinks "may pose danger to public health."
Lawsuits have been filed against energy drink companies for this reason. Monster was sued in 2012 by theparents of a teenwho went into cardiac arrest after reportedly drinking two of the company's drinks in 24 hours. More recently, a California jury found last year Monster energy drinksweren't responsible对于一个18岁的男人的心脏病发作。
But until there's a legal case costing an energy drink company millions, it's not likely consumer interest will wane, particularly since there are now so many different types of energy drinks with varying ingredients meant for different occasions and uses. It will take some time for the market to shake out, but if Quake is left standing then it could be a lucrative launch for 7-Eleven.
