Mr. Big and the Dramatic Change in Chile’s Energy Drink Market
In 2016 energy drinks’ market reached 36 million liters in off-trade volume in Chile. Mr. Big sized this window of opportunity by launching new packaging formats that have a bigger volume capacity at lower unit prices to answer to consumer’s needs. Entering into the Chilean market in January 2013, Mr. Big with its 2-litre and 1.5-liter PET bottle has radically changed the competitive landscape of this category by offering energy drinks at an affordable price compared to international leaders such as Red Bull and Monster.
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