It’s been a little over two years since I first reviewed Amp Energy. Since then, a bunch of stuff has changed, thus I wanted to revisit the beverage.
One of the biggest changes has been the packaging. Amp’s logo has been updated along with the wordmark, now playing up the phrase “Amp Energy” rather than just “Amp” with “Energy Drink” in smaller type. The Mountain Dew logo is still prominently located on the front of the can, with the colors reflecting more of the green found in the Dew color scheme rather than the black we saw in 2005. Technically, Amp Energy is considered a flavor extension of Mountain Dew, thus its sales factor into Dew as a whole, which helps that citrus brand.
Beyond its Mountain Dew ties, Amp is also considered a stand-alone energy drink, but as such, doesn’t have the market dominance of Monster or Red Bull. Since we last reviewed Amp, Pepsi has tried some different approaches at a hybrid soda/energy drink, probably in response to Coke‘s rollout of Vault. Notably, all these attempts have been built on the Mountain Dew brand, namely Mountain Dew MDX (which had a botched rollout) and later a revised 20oz version of Mountain Dew MDX (which still crashed and burned).
It would seem that Pepsi has figured out that if they want to grow in the energy drink space, then Amp is the brand that probably has the best shot at success. So obviously, they’d like to increase Amp’s position in the marketplace, hence the NASCAR sponsorship of Dale Earnhardt Jr.’s #88 car as well as the big bucks spent on Super Bowl commercial. We’re probably going to see a lot more Amp visibility this year. It’s already been rumored that new flavor extensions will be hitting in a few months.
Energy drinks are a great growth area for manufacturers, mainly because the markup on them is close to 4 times that of a standard soft drink. High margins indeed! I know here in the Chicago area, I’ve seen an increase in the visibility of the 16 oz. version of Amp Energy (which is subbranded as the “Tall Boy” can). This positions Amp more closely with the market leaders when it comes to look-and-feel, namely Monster. Our previously-reviewed version of Amp was in the 8.3 oz. size, which more closely resembles Red Bull. The drink is also available in a 24 oz. version, subbranded as “Big Rig”. Since our last review, the formula has not changed, so if you are interested in the flavor and makeup of this beverage, jump over to the archives and read more. It still has a lot of caffeine, tastes similar to Mountain Dew, and features a bunch of supplements.
I look forward to seeing what’s in store for Amp down the road!