Live+
Live+ is a New Zealand energy-drink brand formerly known as Lift+ or Lift Plus.
Last updated August 26, 2026
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Overview
Live+ is an energy-drink brand marketed primarily in New Zealand and associated with Monster Beverage Corporation. The product originated under the Lift Plus name and was developed and produced by Coca-Cola Amatil using the established Lift soft-drink brand as its foundation. It entered the New Zealand market in 1999, positioning itself as a caffeinated citrus beverage rather than as a conventional carbonated soft drink. The brand’s early identity was closely connected to the Lift name, which gave it an existing flavor and visual association while allowing it to compete in the expanding energy-drink category. The original product was promoted as Lift Plus and used the slogan “Sharpen Up!” for much of its early life. Marketing activity in New Zealand included prominent exposure through the television program Pulp Sport, helping the drink associate itself with youth-oriented entertainment and an energetic, irreverent local media environment. The brand was also available in Australia between 1999 and 2003, although its Australian presence was discontinued and the product was replaced by Recharge by Sprite, a short-lived alternative. This withdrawal reportedly generated disappointment among some Australian consumers, but the brand’s continuing identity was subsequently concentrated on New Zealand. A significant product and positioning change occurred in 2011, when Coca-Cola Amatil introduced Lift Plus Extra Strength. The new variant contained substantially more caffeine than the Original Lift Plus, and the marketing language shifted from “Sharpen Up!” to “wake up your buds” and “choose your level.” The latter slogan reflected the range’s caffeine differentiation: Extra Strength was reported at 32 milligrams of caffeine per 100 millilitres, compared with 14 milligrams per 100 millilitres for Original Lift Plus. The portfolio therefore offered consumers a choice between a lower-caffeine original formula and a stronger version aimed at consumers seeking a more pronounced stimulant effect. Coca-Cola Amatil stated in 2011 that Lift Plus and the Mother energy-drink brand together held approximately 20 percent of New Zealand’s energy-drink market, equivalent to about 3.7 percent of the country’s non-alcoholic ready-to-drink market. These figures were reported as combined brand-family performance rather than as a standalone Live+ result. They nevertheless indicate that Lift Plus operated within a meaningful local beverage portfolio and competed alongside other established energy drinks. In 2018, the brand was renamed from Lift+ to Live+ and ownership was transferred from Coca-Cola Amatil to Monster Beverage Corporation. The renamed range retained the product’s New Zealand energy-drink heritage while introducing new variant names and flavor architecture. The portfolio has included Live+ Original Citrus, previously known as Lift Plus Original and later associated with the name LIVE+ Persist; Live+ Zero Sugar, previously sold under names including Lift Plus Sugarfree, Lift Plus Zero and LIVE+ Ascend; and Live+ Tart Apple, previously associated with Lift+ Green and Live+ Ignite. A Watermelon flavor was added in April 2022. The Extra Strength version of the original drink is discontinued. Live+ is best understood as a localized energy-drink brand with roots in Coca-Cola Amatil’s Lift system and later ownership under Monster Beverage Corporation. Its main points of differentiation have been citrus and fruit flavors, caffeine-level choices, zero-sugar availability and a long-running New Zealand market presence. Publicly available reference material does not establish a global operating footprint, corporate headquarters for the brand, current executives, or a standalone financial profile.
History
Live+ began as Lift Plus, a caffeinated beverage created and produced by Coca-Cola Amatil from the Lift soft-drink platform. It was introduced in New Zealand in 1999, during a period when energy drinks were becoming a distinct category within the non-alcoholic beverage market. The Lift connection gave the product a recognizable citrus-oriented foundation while the “Plus” designation signaled its stimulant and functional positioning. The early brand was marketed as Lift Plus and used the slogan “Sharpen Up!” Its advertising included substantial exposure through the New Zealand television program Pulp Sport, which helped embed the beverage in a youth-oriented entertainment context. The product also entered Australia in 1999, but its Australian availability ended in 2003. It was replaced there by Recharge by Sprite, an alternative that did not remain in the market for long. In 2011, Coca-Cola Amatil expanded the range with Lift Plus Extra Strength. This variant was reported to contain 32 milligrams of caffeine per 100 millilitres, compared with 14 milligrams per 100 millilitres for Original Lift Plus. The launch changed the communications platform to “wake up your buds” and “choose your level,” emphasizing consumer choice between different levels of stimulation. The original product and the stronger variant therefore represented two different usage propositions within the same brand family. Coca-Cola Amatil reported that Lift Plus and its Mother energy-drink brand had a combined 20 percent share of New Zealand’s energy-drink market in 2011, corresponding to 3.7 percent of the broader non-alcoholic ready-to-drink market. The figures were not presented as a standalone result for Lift Plus, but they show that the brand was part of a substantial beverage portfolio in New Zealand. The brand underwent its most important corporate transition in 2018. Lift+ was renamed Live+, and ownership was transferred from Coca-Cola Amatil to Monster Beverage Corporation. After the renaming, the range continued to use citrus and fruit flavor cues while adopting new variant names. Original Citrus was associated with the former Lift Plus Original and later the LIVE+ Persist name. The zero-sugar product evolved from Lift Plus Sugarfree and Lift Plus Zero into LIVE+ Zero Sugar and LIVE+ Ascend naming. The green apple-oriented product became associated with Tart Apple and the former Lift+ Green and Live+ Ignite labels. A Watermelon flavor joined the portfolio in April 2022. The former Lift Plus Extra Strength product is listed as discontinued, while the range has continued to include Original Citrus, Zero Sugar, Tart Apple and Watermelon offerings. Available reference material does not provide a complete account of current distribution, manufacturing arrangements, leadership, or sales performance. Live+ is therefore best documented as a New Zealand-focused energy-drink brand whose history spans Coca-Cola Amatil ownership, a 2018 transfer to Monster Beverage Corporation and ongoing flavor and naming changes.
- 2022
Watermelon variant launches
[1]Live+ expands its flavor range with a Watermelon product.
- 2018
Brand becomes Live+
[1]The Lift+ name changes to Live+ and ownership transfers from Coca-Cola Amatil to Monster Beverage Corporation.
- 2011
Extra Strength variant launches
[1]Coca-Cola Amatil introduces Lift Plus Extra Strength and updates the brand’s marketing language around different caffeine levels.
- 2003
Australian distribution ends
[1]The brand leaves the Australian market and is replaced by Recharge by Sprite.
- 1999
Lift Plus launches in New Zealand
[1]Coca-Cola Amatil introduces the caffeinated Lift Plus beverage to the New Zealand market.
- 1999
Australian availability begins
[1]Lift Plus becomes available in Australia as well as New Zealand.
Products and positioning
A locally established New Zealand energy-drink range offering citrus and fruit flavors, multiple caffeine profiles and a zero-sugar option.
Energy drink · 1999
LIVE+ Original Citrus
The core citrus-flavored product in the range. It was formerly marketed as Lift Plus Original and has also been associated with the LIVE+ Persist name. The product represents the continuation of the original Lift Plus formulation and positioning within the renamed Live+ portfolio.
Zero-sugar energy drink
LIVE+ Zero Sugar
The zero-sugar member of the Live+ range. Earlier names included Lift Plus Sugarfree and Lift Plus Zero, while a later associated name was LIVE+ Ascend. It extends the brand into a reduced-sugar consumption occasion while retaining the energy-drink format.
Fruit-flavored energy drink
LIVE+ Tart Apple
A tart apple-flavored variant in the Live+ family. It was previously associated with the Lift+ Green and Live+ Ignite names, reflecting the portfolio’s evolution in product naming after the transition from Lift+ to Live+.
Fruit-flavored energy drink · 2022
LIVE+ Watermelon
A watermelon-flavored addition to the Live+ portfolio introduced in April 2022. Its launch broadened the range beyond the original citrus and apple-oriented flavor identities.
High-caffeine energy drink · 2011
Lift Plus Extra Strength
A stronger version of the original Lift Plus launched in 2011. It was reported to contain 32 milligrams of caffeine per 100 millilitres, compared with 14 milligrams per 100 millilitres for Original Lift Plus. The product is discontinued.
Marketing campaigns
- 2011Choose Your Level
New Zealand
The launch of Lift Plus Extra Strength introduced the “wake up your buds” and “choose your level” communication platform. The campaign framed the portfolio around a choice between the original and higher-caffeine products.
Outcome. The available reference does not report a campaign-specific result.
- Pulp Sport marketing partnership
New Zealand
Lift Plus received prominent marketing exposure through the New Zealand television program Pulp Sport. The association supported the brand’s energetic, youth-oriented image and helped distinguish it in the local beverage market.
Outcome. The campaign contributed to the brand’s visibility in New Zealand; the available reference does not provide a measured campaign-specific outcome.
Brand decisions
2022
Add Live+ WatermelonProduct launchBackground
Live+ continued to develop a multi-flavor energy-drink portfolio after its renaming and ownership transition.
Action taken
A Watermelon flavor was introduced in April 2022.
Aftermath
The launch expanded the active flavor range; no sales or market-share result is reported in the reference.
2018
Transfer ownership to Monster Beverage CorporationM&ABackground
The Lift+ brand had been developed and produced under Coca-Cola Amatil’s beverage portfolio.
Action taken
The brand was renamed Live+ and ownership was transferred from Coca-Cola Amatil to Monster Beverage Corporation.
Aftermath
The range continued under the Live+ name with updated variant names and additional flavor development.
2011
Introduce Lift Plus Extra StrengthProduct launchBackground
The existing Lift Plus range was expanded with a product designed to offer a higher caffeine level than the original drink.
Action taken
Coca-Cola Amatil launched Extra Strength and repositioned the brand around the choice between standard and stronger stimulation.
Aftermath
Extra Strength was later discontinued. The reference material does not state when or why it was withdrawn.
Recent events
- 2022
Live+ adds Watermelon flavor[1]
Product launch
A Watermelon variant was introduced to the Live+ range in April 2022.
- 2018
Lift Plus is renamed Live+ and transferred to Monster Beverage Corporation[1]
M&A · Other
The New Zealand energy-drink brand changed its name from Lift+ to Live+ as ownership moved from Coca-Cola Amatil to Monster Beverage Corporation.
Sources1 sources
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