Hemp Kick at 28 BLACK

Luxembourg/Berlin, October 8, 2019. News from Energy Drink 28 BLACK: From December, a new variety will be added to the portfolio, with the focus on the trendy ingredient hemp. With the line extension 28 BLACK Hemp, 28 BLACK is following consumer wishes for extraordinary taste experiences. The energy drink owes its slightly bitter taste to a hemp infusion that is free of THC and CBD and therefore has no psychoactive effect.

"Energy drinks are still trendy, and so is hemp - what could be more obvious than combining the two and thus providing new impulses on the energy drink shelf," says Felin-Joy Sade, Marketing Director at 28 BLACK. "With 28 BLACK Hemp, we are increasingly targeting consumers between the ages of 18 and 35. We see great potential here. Over the next three years, hemp-based foods are expected to grow by 24% annually."

The new launch of 28 BLACK Hemp will be activated by a high-reach campaign online and offline.  In addition to TV, cinema, OoH, print and social media channels, the target group will also be addressed in samplings and at the PoS with large-format posters in front of the markets and secondary placements in the markets. 28 BLACK Hemp - awarded the V-Label - is perfect for vegans, vegetarians and flexitarians and is taurine-, gluten- and lactose-free.