Bogotá Power Drinks International Ltda.

A Spanish beverage developer and producer that has spent more than two decades creating soft drinks and energy drinks. The business was founded with the stated intention of shaking up the soft drink market by contributing new ideas and unusual pack formats, and that appetite for innovation led it to create product categories and products that had not previously existed in its market. Its defining launch came in the mid-1990s with Power Original, the classic energy drink that set the direction for the rest of the company and that it positions ahead of competing products on flavour, quality and ingredients. Power Original is currently sold in a number of countries across Europe, South America, Africa and the Middle East, giving the operation a broad export footprint for a mid-sized producer. In what it describes as a highly competitive market, the company treats consistent quality as its principal commitment to customers, and says it achieves this by setting demanding production parameters while holding down costs through disciplined sourcing of raw materials and investment in its production facilities. Alongside its own branded range, a substantial part of the business is dedicated to helping other companies develop beverages of their own. Tailor-made projects are run in collaboration with clients and partners, with the company taking responsibility for the entire process from initial concept and branding through to the finished product. Many of the beverages developed this way are now on shelf and in distribution with strong rates of sale; publicly cited examples include the GECKO caramel vodka and the VIA NATURE range of functional juices. The company frames this work as a partnership in which the entrepreneur brings the market opportunity and it supplies the formulation, packaging and production expertise. Product personalisation is presented as a core competence. The company argues that packaging has moved beyond a purely functional role to become one of a brand's most important shop windows, since the purchase decision is frequently made with the pack in the consumer's hand. It therefore offers full own-brand customisation across its portfolio, with alternatives available by both beverage type and container format, and it handles the adaptation of a client's brand identity so the finished item is completely personalised. Three customer sectors are addressed directly. In advertising and marketing, its personalisation capability puts a brand or campaign onto the can itself, supporting sampling activity at events and on the street as a way of reaching a wider audience. In food and grocery, the company will develop a client's brand and product outright, creating the image, producing product samples and advising on the project, and it also makes its broad range of standard products and flavours available for own-label use; it points to its technological readiness and flexible working methods as what allows bespoke production runs for each case. In the HORECA channel it covers everything from energy drinks and liqueurs through to mixers and soft drinks, supplying venues that want a drink carrying the name of the club, a private label of their own, or a limited edition created for a specific event; the company reports a significant presence for its personalised product across nightlife and hospitality venues. The company also runs a distributor and investment programme built around its portfolio, and maintains an in-house ideas laboratory dedicated to innovation projects and new business opportunities.