United Distributor Nepal, a subsidiary of the Vishal Group, has acquired the dealership for Royce energy drink in the domestic market. The new energy drink is available in 250 ml cans and is imported from Turkey.

According to the company, the drink is unique as it is not sweet in taste and is pitched as a drink to showcase a sophisticated lifestyle. “Almost all the energy drinks available in the market today are targeted at people from the sports fraternity,” said Arpit Agrawal, director of the Vishal Group. “Royce is such a drink which will represent more of glamour in people, sophisticated lifestyle and will go very well with night life.”

Agrawal added that the company was responding to the market’s demand for a great tasting energy drink, and that it was excited about doing so besides maintaining the delicious, authentic and top quality ingredients.

Agrawal said that the drink was among the top five energy drinks consumed in the world. It is among the top three drinks in Europe with a 30 percent share of the market. The company has stated that it aims to command more than 40 percent of the market in Nepal within the first year of its launch.

“The response we have been receiving so far is very good, and we are confident that we will achieve the target figure within a year,” said Agrawal. Royce is available in 26 major cities in the country, and the company aims to market the product in other cities in the near future.

Apart from taste, the other winning feature of Royce, according to United Distributor Nepal, is that it has a shelf life of 24 months. “Almost all the competing products available in the market come with 12-month expiry date. Royce can be consumed within a year of its manufacturing date,” said Agrawal, adding that the product would gradually start penetrating the market as the summer season begins.

The new Turkish energy drink was unveiled amid a gala ceremony on Thursday. According to the Vishal Group, the launching ceremony was a huge success, and was an intimate gathering and a night to remember for the guests who were dressed in shades of red, black and gold, sticking to Royce’s colour theme. The launch started with a performance by Priyanka Karki, followed by DJ BPM’s beats.