CUSTOMERS will be demanding Carbon, the new energy drink from Britvic, when they learn it contains absinthe. Why? Because the absinthe in this drink is a non-alcoholic herb Artemisia absinthium (common wormwood) of Eurasia and North Africa. This herb is reputed to have psycho-active elements enhancing creativity, mind stimulation and acting as an aphrodisiac!
The drink, aimed at trendy 18- to 30-year-olds, contains three ingredients: caffeine (300mg), glucose and absinthe (100mg). The sophisticated black packaging of the can is an important element.
According to Britvic, it offers a gross profit margin of over 75% selling at a recommended selling price of £2.20 for a 250ml slimline can.