GS25 Challenges Energy Drink Market with 'Jonbeo Night'

[Asia Economy Reporter Seungjin Lee] GS Retail's convenience store GS25 will launch its private brand (PB) energy drink, Yours Jonbeor Night, on the 21st.

Yours Jonbeor Night, introduced by GS25 this time, is a domestically produced energy drink released after a six-month development process in the rapidly growing energy drink market. To compete in a market dominated by foreign brands, GS25 conducted more than 20 blind tests to find the flavor and scent most favored by Koreans, modifying the prototype accordingly.

The drink's name humorously incorporates the meaning of "knight," symbolizing a helper that helps endure overwhelming fatigue and tiredness. The volume is 250ml, and the price is 1,200 won. A 2+1 promotional event will be held until the end of June after the launch.

Meanwhile, according to data analyzed by GS25, sales in the energy drink category increased by 30.3% in 2019 and 25.6% in 2020 (from January to May 15) compared to the same period the previous year. Since energy drinks were officially introduced to the domestic market in 2015, the category has grown by more than 20% annually.

Looking at the sales composition ratio by brand of GS25's energy drink products, among the four total brands, overseas famous brands such as Monster and Red Bull accounted for 68.9% of sales, overwhelming domestic brands like Hot6 and Take Five.

Kim Dokyung, MD of the Beverage Food Team at GS Retail, said, “We invested a lot of time and effort in the product launch process because we believed that if we could realize the flavor and scent most familiar to Koreans, domestic energy drinks would have a good chance of success. We expect Jonbeor Night to expand beyond the domestic market to overseas exports, like many other PB drinks from GS25.”

This content was produced with the assistance of AI translation services.