V

V is an energy-drink brand originating in New Zealand and produced by Suntory Oceania. The drink was launched in Methven, New Zealand, in August 1997, when the manufacturer was known as Frucor. It entered the Australian market in 1999 and developed into one of the leading energy-drink brands in both countries. V achieved more than 60 percent market share in New Zealand in 2000 and approximately 42 percent in Australia, making it a major local rival to Red Bull and one of the most prominent energy-drink brands associated with the Australasian market. The brand is centered on its original bright-green drink, commonly called Green V and later referred to as V Energy or Original V. Guarana is a defining ingredient in the brand's identity and marketing, alongside caffeine and the drink's distinctive sweet, citrus-like flavor profile. The original product has remained the anchor for a wider portfolio of flavored, reduced-sugar, coffee-inspired, and format-based extensions. V has used color, flavor experimentation, limited releases, and participatory promotions to distinguish itself in a category dominated by multinational brands. Its product development has included Blue V, a pineapple-and-passion-fruit flavor introduced in 2011; Black, a strong coffee-flavored variant that originated in 2006 and has returned in limited releases; V Pure, a 2016 alternative based on ingredients including apple juice, sparkling water, lemon juice, guarana seed extract, caffeine from green coffee beans, and natural V flavor; and V Tortured Orchard Raspberry Lemonade, introduced in 2018. The company has also explored chilled coffee and chocolate drinks, small energy-shot formats known as Pocket Rockets, and seasonal or short-run flavors such as Tropical Tang. V expanded its reduced-sugar range with V Refresh in 2022. The line was presented in matte pastel-colored cans and initially included Citrus Lemonade and Pineapple & Watermelon, followed by Blackcurrant & Yuzu in 2024. In 2025, V introduced V Riise, a range of sparkling blackcurrant and sparkling mandarin drinks marketed around the slower release of energy associated with isomaltulose. Additional low-calorie flavors, including Cotton Candy, Watermelon Candy, and Strawberries & Cream, were released in July 2025. The portfolio therefore spans the core energy drink, flavored variants, no-sugar or low-calorie products, shots, and iced beverages. Marketing has been important to V's identity. The brand sponsored the second series of the UK television program I'm a Celebrity...Get Me Out of Here! in 2003. In 2015, the #VChat promotion printed letters on cans and invited consumers to arrange them into a wish or desired prize, photograph the result, and submit it for a chance to win. In 2018, V partnered with Australian donut retailer Donut King on a V-flavored donut containing guarana filling and green sugar crystals. These activities extended the brand beyond conventional beverage advertising and emphasized novelty, social participation, and recognizable visual branding. V remains principally associated with New Zealand and Australia, where its historical market position and local provenance differentiate it from global competitors. Its 2023 reformulation of the original flavor was controversial, illustrating the risks of changing a highly familiar flagship product. Despite that episode, V continues to operate as an active Suntory Oceania brand with a broad and periodically refreshed range.

V was introduced in Methven, New Zealand, in August 1997 by the beverage manufacturer then known as Frucor. Its launch established a distinctly New Zealand energy-drink proposition at a time when the category was developing internationally. Rather than relying only on the conventions of the emerging energy-drink market, V built a recognizable identity around its vivid green color, strong flavor, and association with guarana. The original drink later became known as Green V, V Energy, or Original V, while remaining the foundation of the brand's portfolio. The brand expanded to Australia in 1999. It performed particularly strongly in both sides of the Tasman, recording more than 60 percent market share in New Zealand in 2000 and approximately 42 percent in Australia. This made V the leading energy-drink brand in both markets at that stage and positioned it as a significant local competitor to Red Bull. Its success gave the brand a durable regional identity rather than making it merely a domestic product. V subsequently pursued a variant-led growth strategy. Black, described as having a strong coffee flavor, was first released in 2006. The company introduced Pocket Rockets energy shots in 2009, offering a compact format that was presented as comparable in effectiveness to larger cans while being intentionally very bitter. Blue V arrived in October 2011 with a pineapple-and-passion-fruit flavor and a promotion that challenged consumers to identify the taste. The brand also developed products outside the standard carbonated can, including iced coffee and iced chocolate drinks released in New Zealand and Australia in 2018. The portfolio continued to broaden through limited and alternative formulations. V Pure appeared in 2016 and was described as using six natural ingredients, including apple juice, sparkling water, lemon juice, guarana seed extract, caffeine from green coffee beans, and natural V flavor. V Tortured Orchard Raspberry Lemonade was introduced in 2018. Black was discontinued in 2013 but later returned for a limited six-week release in New Zealand in 2018 and was released again in 2024. Tropical Tang, a guava, pineapple, and berry-style flavor, appeared in May 2023 in 500-milliliter cans. Reduced-sugar innovation became more prominent with V Refresh in 2022. Its first flavors were Citrus Lemonade and Pineapple & Watermelon, presented in matte pastel packaging, with Blackcurrant & Yuzu added in September 2024. In 2025, V introduced V Riise, a line of sparkling blackcurrant and sparkling mandarin drinks marketed as providing slower-release energy through the use of isomaltulose. Further low-calorie flavors—Cotton Candy, Watermelon Candy, and Strawberries & Cream—were released in July 2025. Brand promotion has included entertainment sponsorships, interactive packaging, and food partnerships. V sponsored the second series of the UK program I'm a Celebrity...Get Me Out of Here! in 2003. The 2015 #VChat campaign used alphabet-letter cans to encourage consumers to spell out wishes or desired prizes and submit photographs. In April 2018, V collaborated with Donut King on a branded donut containing a guarana filling and green sugar crystals. A major recent turning point was the 2023 reconfiguration of the original V flavor. Because the flagship product had been familiar to consumers for decades, the change was controversial. The episode demonstrates both the strength of the original formula as a brand asset and the difficulty of modernizing a mature beverage without alienating loyal customers. V continues as an active Suntory Oceania brand, with the original green drink supported by flavored, no-sugar, low-calorie, shot, coffee, and chocolate extensions.

1. 2025V Riise and new low-calorie flavors launch

   V introduced V Riise and several additional low-calorie flavors during the year.

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2. 2023Original V flavor reconfigured

   The original flavor was reformulated, generating controversy among consumers.

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3. 2022V Refresh launches

   V entered the no-sugar, low-calorie segment with V Refresh.

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4. 2018Iced beverages and limited variants expand the portfolio

   V released iced coffee and iced chocolate drinks in New Zealand and Australia, while also bringing back Black for a limited New Zealand release and introducing V Tortured Orchard Raspberry Lemonade.

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5. 2016V Pure introduced

   V released V Pure as an alternative formulation based on six stated natural ingredients.

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6. 2011Blue V launches

   Blue V, a pineapple-and-passion-fruit flavored drink, was introduced in October.

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7. 2009Pocket Rockets energy shots introduced

   V released compact energy shots under the Pocket Rockets name.

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8. 2006Black variant first released

   V introduced Black, a variant characterized by a strong coffee flavor.

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9. 2003UK television sponsorship

   V sponsored the second series of I'm a Celebrity...Get Me Out of Here! in the United Kingdom.

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10. 2000V reaches leading market positions

    V held more than 60 percent of the New Zealand energy-drink market and about 42 percent of the Australian market.

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11. 1999V enters Australia

    V expanded into the Australian market two years after its New Zealand launch.

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12. 1997V launches in New Zealand

    The energy drink was launched in Methven, New Zealand, by the manufacturer then known as Frucor.

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A locally rooted Australasian energy-drink brand built around guarana, a distinctive green flagship product, bold flavor variants, and accessible, youth-oriented promotions. V positions itself as a major regional alternative to global energy-drink brands such as Red Bull.

• V EnergyOriginal energy drink1997

  The original V product, commonly known as Green V and later also called Original V. It is the brand's signature green energy drink and emphasizes guarana as a defining ingredient. The formulation was reconfigured in 2023, which attracted controversy because of the product's long-established flavor and central role in V's identity.

• Blue VFlavored energy drink2011

  A blue-colored energy-drink variant introduced in October 2011. It has a pineapple-and-passion-fruit flavor profile and was promoted as a taste-identification challenge, asking consumers to work out the flavor.

• BlackCoffee-flavored energy drink2006

  A V variant described as having a strong coffee flavor. It was initially launched in 2006, discontinued in 2013, and subsequently returned in limited releases, including a six-week New Zealand release in 2018 and another release in 2024.

• V PureAlternative-formulation energy drink2016

  A 2016 flavor alternative described as using six natural ingredients: apple juice, sparkling water, lemon juice, guarana seed extract, caffeine from green coffee beans, and natural V flavor.

• V RefreshNo-sugar, low-calorie energy drink2022

  A reduced-sugar line launched in 2022 in matte pastel-colored cans. Its initial flavors were Citrus Lemonade and Pineapple & Watermelon, followed by Blackcurrant & Yuzu in September 2024.

• V RiiseLow-calorie energy drink2025

  A 2025 range with Sparkling Blackcurrant and Sparkling Mandarin variants. It is marketed around slower-release energy associated with the use of isomaltulose.

• Pocket RocketsEnergy shot2009

  Compact V energy shots introduced in 2009. The product was promoted as offering an effect comparable to larger cans, while its notably bitter taste was presented as a deterrent to young children consuming it.

• V Iced Coffee and Iced ChocolateChilled beverage2018

  Two iced coffee and two iced chocolate beverages released for the New Zealand and Australian markets in 2018, extending the brand beyond its standard carbonated energy-drink format.

• Tropical TangFlavored energy drink2023

  A tropical flavor released in May 2023 and described as combining guava, pineapple, and berries. It was offered only in 500-milliliter cans.

• Grape BurstFlavored energy drink2025

  A grape-flavored variant also referred to as Purple V and introduced in 2025.

• 2018V and Donut King branded donut

  Australia

  V partnered with Australian donut chain Donut King on a V-flavored donut containing a gooey guarana filling and green sugar crystals. It was sold through Donut King stores nationwide.

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• 2015#VChat

  New Zealand · Australia

  V printed different alphabet letters on cans and invited consumers to arrange them into a wish or desired prize, photograph the result, and submit it for a chance to win what they had spelled.

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• 2011Blue V flavor challenge

  New Zealand · Australia

  The launch of Blue V used a flavor-guessing concept, challenging consumers to determine its pineapple-and-passion-fruit taste.

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• 2003I'm a Celebrity...Get Me Out of Here! sponsorship

  United Kingdom

  V sponsored the second series of the UK reality television program I'm a Celebrity...Get Me Out of Here!, giving the brand exposure through entertainment programming.

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• 2025Launch of V RiiseProduct launch

  V continued developing lower-calorie products and differentiated energy propositions.

  What changed. V introduced V Riise in Sparkling Blackcurrant and Sparkling Mandarin, using isomaltulose in a slower-release-energy positioning.

  Aftermath. The launch was followed by additional low-calorie flavors including Cotton Candy, Watermelon Candy, and Strawberries & Cream.

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• 2023Reformulation of the original V flavorGeneration change

  The original green V drink had been the brand's flagship product since its 1997 launch and was strongly associated with a familiar flavor.

  What changed. V changed the formulation of the original flavor in 2023.

  Aftermath. The change was controversial among consumers, highlighting the sensitivity of reformulating a long-established flagship beverage.

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• 2022Expansion into no-sugar and low-calorie drinksProduct launch

  V broadened its portfolio beyond the standard energy drink as reduced-sugar and lower-calorie formats became more important in the beverage category.

  What changed. The brand launched V Refresh with Citrus Lemonade and Pineapple & Watermelon.

  Aftermath. The line was later expanded with Blackcurrant & Yuzu in 2024.

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• 2025V introduces V Riise and new low-calorie flavors

  V launched V Riise with Sparkling Blackcurrant and Sparkling Mandarin, and later released Cotton Candy, Watermelon Candy, and Strawberries & Cream low-calorie flavors.

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• 2024V adds Blackcurrant & Yuzu to V Refresh

  V expanded its reduced-sugar portfolio with a Blackcurrant & Yuzu flavor for the V Refresh range.

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• 2023V changes the flavor of its original energy drink

  The original V flavor was reconfigured, prompting controversy because of the product's long-established taste and importance to the brand.

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• 2022V launches V Refresh no-sugar range

  V introduced V Refresh as a no-sugar, low-calorie line, initially offering Citrus Lemonade and Pineapple & Watermelon in matte pastel-colored cans.

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1. V (drink)