General Info
The first decade of Battery has been one great ride. It has laid a solid foundation for the brand, something special and concrete to build on.
The story begins in Finland, during the mid 90s. Energy drinks were a rapidly growing category, and this business opportunity was also noticed by Sinebrychoff.The brand concept reflects the fact that Battery’s country of origin, Finland, is widely known for high-tech, functional and practical products. At the same time, various recipes for the actual liquid were developed, tested, re-developed and tested again. It was important to develop a product that would be both great tasting and credible in functionality. Also the product development team managed to find the perfect solution very quickly. After all, who could be more skilled to develop an energy drink than a Finn: In Finland the winters are all dark but you still need to stay awake, and in the summer it is all light and you want to stay awake! Battery was launched in the beginning of 1997, as the very first energy drink in the Finnish market. The concept was immediately understood by customers and consumers, thus providing a favourable start for the brand. One key success factor was, and has been ever since, the organisations motivation and drive to make things happen: Battery was on the agenda for everyone, and everyone saw the great potential in it. Good experiences from Finland, as well as the universally understandable concept gave confidence to start the export operations of Battery. By the turn of the millennium Battery was available in several countries. Ten years after the launch there was already several countries on the Battery map, each with their own characteristics and fascinating stories.
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