We stay true to who we are –since 2002. And yet, we’re constantly reinventing ourselves. In taste. In design. In our very own Innovation Lab. Current trends, diverse flavors, and outstanding designs are what drive us. We deliver exceptional energy, precisely when it’s needed – and in a variety of formats.
We attract new consumers for greater sales success!
effect® CLASSIC Energy.
The origin sweetens sales –with or without sugar.
effect® FLAVOURED Energy.
Epic tastes, explosive designs, for more energy.
effect® MIX.
Epic tastes, explosive designs, for more energy.
Ready-to-drink. Ready to party!
effect® CLASSIC Energy.
The origin sweetens sales both with and without sugar.
Since 2002.
From high-quality ingredients and a unique formula, the unmistakable effect® CLASSIC energy taste was born in our Innovation Lab. It was the first variety to feature the stylish effect® label, launching in 2002. Today, the can with its 15 red dots grabs attention in 57 countries around the world. This core has inspired extraordinary developments – with more to come.
Two cans, one thought: Sales! This dream team takes pole position in the race for higher sales.
effect® CLASSIC Energy
High-quality ingredients, tremendous innovative strength, and our unique formula of taurine, caffeine, and glucuronolactone create the unmistakable effect® CLASSIC taste.
105.6 mg caffeine
33 g sugar
effect® ZERO Sugarfree
0% sugar and 100% taste, with an exciting formula of taurine, caffeine, and glucuronolactone.
105.6 mg caffeine
0 g sugar
effect® FLAVOURED Energy.
effect® PINK GRAPEFRUIT
Sparkling citrus freshness for every day.
The sales booster: Epic tastes, explosive designs, for more energy.
effect ® PINK GRAPEFRUIT
delivers an energizing kick with the bold and vibrant flavor of pink grapefruit. Sparkling citrus notes blend harmoniously with tropical undertones, creating a refreshingly fruity experience with every sip.
105.6 mg caffeine
28.4 g sugar
effect® HABIBI BERRY
The fruity berry mix.
Since 2017.
Consumers love new trends. We create them. effect® FLAVOURED Energy offers a variety of exciting flavors in innovative designs, combined with classic energy compounds.
The sweet and slightly tart taste of raspberries mixes perfectly with the juicy flavor of grapes and the rich blackcurrants. This smooth blend has a hint of the exotic and makes you want more.
105.6 mg caffeine
36.3 g sugar
effect® BLACK AÇAÍ
The fruity power of the exotic açaí berry.
With effect ® BLACK AÇAÍ, we’ve reinterpreted the taste of this powerful berry. The result: a fruity, sparkling love letter to your taste buds. The light, fresh sweetness paired with the trendy flavour of the South American açaí berry creates an irresistible taste sensation.
72.6 mg caffeine
36.3 g sugar
effect® BUBBLE GUM
The sweet, intense bubblegum flavour.
The taste of effect ® BUBBLE GUM evokes the bubblegum flavours everyone remembers from childhood, combined with a refreshing twist. This exciting flavor makes effect® BUBBLE GUM truly unmistakable.
105.6 mg caffeine
31.7 g sugar
effect® GRAPE MINT
Fruity freshness meets minty magic.
With effect ® GRAPE MINT you have we select the favourite of the shisha world. The flavour explosion combined the fruity grape with the The freshness of mint.
effect® COCONUT BLUEBERRY
The tropically refreshing taste with a hint of sweetness.
The paradisiacal taste of coconut, combined with a subtle blueberry twist, brings a natural sweetness that perfectly harmonizes with mild acidity and fruity notes. The tropical refreshment of effect ® COCONUT BLUEBERRY transports you to faraway places.
105.6 mg caffeine
36.3 g sugar
effect® GUAVA MASSIVE
The unique taste of tropical guava.
effect® GUAVA MASSIVE impresses with its sweet and fruity taste. The flavor is an exotic combination reminiscent of pear and strawberry.
105.6 mg caffeine
33 g sugar
105.6 mg caffeine
23.8 g sugar
effect® STRAWBERRY APRICOT
The perfect combination of sun-ripened strawberries and juicy apricots.
The sweet taste of sun-ripened strawberries meets the juicy fruitiness of peaches. This invigorating combination brings the taste of summer to your tongue.
105.6 mg caffeine
33 g sugar
MIX. Making a bold impact in the premix segment. Germany’s No. 1 Vodka Energy!*
Since 2010.
Open a can and party hard: effect® MIX is the party flavour for on the go! The perfect mix of effect® Energy flavour and high-quality 9 MILE vodka in a cool matt black look. Fans of ready-mixed alcoholic drinks can get their hands of true quality. And get every party started.
Ready to RUBY ROCK.
RUBY ROCK is another vodka-energy mix from effect® The fruity recipe benefits from the exceptionally high-quality, granite-filtered smooth taste of 9 MILE Vodka. This highlights the primary flavors of effect® BLACK AÇAÍ, delivering an expressive, complex, and aromatic drinking experience.
Fill a glass with ice cubes, add 4 cl of 9 MILE Vodka, top it off with 0.25 l of effect® BLACK AÇAÍ, and garnish with seasonal berries.
Ready to RUBY ROCK!
RUBY
ROCK
MIX
effect® VODKA ENERGY
The popular effect ® CLASSIC taste, mixed with premium, granitefiltered 9 MILE Vodka, delivers top-quality ready-to-drink enjoyment. The perfect mix for anyone ready to kick off the party on the go!
75.9 mg caffeine
10 % alcohol by volume
effect® VODKA AÇAÍ
Fruity effect ® BLACK AÇAÍ taste combined with the smooth, granite-filtered flavor of 9 MILE Vodka. A bold flavor experience for unforgettable party nights.
52.8 mg caffeine
10 % alcohol by volume
effect® VODKA GUAVA
Tastes fruity and sweet with tropical guava, refined with premium 9 MILE Vodka. A unique mix for on-the-go and an absolute must-have at any party.
75.9 mg caffeine
10 % alcohol by volume
Young, trend-conscious and high purchasing power.
The target group of the effect® Energy brand.
your energizer.
More and more people are turning to energy drinks. Whether during leisure time, at work, or while partying, this popular beverage with functional ingredients has become indispensable. In 2023 alone, approximately 3.6 million Germans aged 15 and older consumed energy drinks several times a week, with around 1.2 million enjoying them daily.¹
According to a survey by POSpulse, 53.5% of respondents stated that taste is the most important factor when choosing an energy drink. Around 15.4% indicated that brand reputation plays a significant role in their purchasing decisions.²
The core target group primarily consists of young men who consume energy drinks as performance boosters and for their diverse flavour profiles. Unsurprisingly, the demand for well-known brands like effect® continues to grow steadily.
Consumer interests, needs, motivations, and usage occasions are highly diverse. A key success factor for the effect® brand is its ability to address a variety of target audience -relevant themes and offer a wide range of flavours!
Statista Consumer Market Insights –Consumers in Germany aged 14 and older
German rap — voice of the youth.
Out of the niche to a market worth millions.
The year is 2001, when three young men founded the record label „Aggro Berlin“ and triggered the first German rap hype: Artists such as rapper Sido were under contract, B-Tight, Bushido and Fler - well-known artists and Personalities who have received countless awards and achieved top positions in the charts. The hard-hitting beats and aggressive lines hit the mark. The youthful feeling of the time and inspire the German rap fan crowd even today. So that German rap is not only a true success story, but also a promising and promising platform for effect® and meets the Target group core.
Our Collabos
Bushido
He is one of the founders of German rap: Bushido. Since the early 2000s, he has been active in the German rap scene. After a few years‘ break, Bushido is back with „Dark Knight,“ achieving over 9 million viewsnaturally with effect® by his side.
Bausa
ausa had a huge hit in 2017 with ‘Was du Liebe nennst’. With more than 177 million YouTube clicks, seven gold records and over 1.4 million sound carriers sold, the track is among the top ten most successful German rap singles of all times. In the meantime, Bausa has discovered his love of effect® RUBY ROCK and mixed himself a drink in his Instagram story.
Apache 207
He is the star of the German Rap heaven and lands a One million-dollar hit after another. His probably best-known track Everyone knows „ROLLER“. For the launch of his new Banger‘s „Vodka“ rapped Apache 207 on Instagram quite casually with an effect® MIX can in the hand and thus not only provided for a sensation, but also for a reach of millions.
Loredana
Loredana‘s career began with viral hits on social media, quickly followed by her breakthrough with chart-topping singles. With albums that garnered critical acclaim and commercial success, Loredana became a staple in the music industry. Her song „On Top“ wouldn‘t be complete without effect®. A match made in heaven!
With his powerful combination of profound lyrics and captivating beats, Luciano dominates the charts and wins the hearts of fans—not only in Germany but internationally as well. One number-one hit follows another. Naturally, he announced his latest album, „Seductive,“ with an effect® in hand
t-low
One of the most promising artists in the German rap scene has achieved a true million-hit with „Sehnsucht“—and effect® is right in the mix. Within just five months, the track garnered over ten million views on YouTube, with numbers continuing to rise. Currently, effect® supports three more mega-hits from this newcomer.
Luciano
Dardan & Hava
Hava and Dardan are Germany’s ultimate rap couple, celebrating one success after another. Together, they released „Normal,“ a fresh summer hit packed with unbeatable summer vibes — perfectly paired with effect® COCONUT BLUEBERRY! The success speaks for itself, as the song reached 1.5 million views within just two weeks.
Sun Diego
After two successful studio albums, „Planktonweed Tape“ and „Started from the Bottom,“ Sun Diego, also known as SpongeBOZZ, has returned to the rap scene. With prominent support from effect®, his singles „La Familia 2“ and „Ha-Satan“ have quickly surpassed 2 million views on YouTube.
KC Rebell ALI471
Kollegah
With over 1.3 million Instagram followers and more than 240 million views on YouTube, he is one of Germany‘s most well-known and successful rappers. In his track „100 km/h,“ KC Rebell goes full throttle with effect® BLACK AÇAÍ.
Alpha Music Empire boss
The Duisburg-based rapper with Turkish roots achieved his breakthrough in 2019 with his hit „Hadi gel gezelim,“ amassing over 121 million YouTube views. Since then, he has become a staple of the German rap scene, collaborating not only with artists like Elif and Manuellsen but also with
Kollegah is one of the biggest stars in German rap, with multiple platinum and gold awards to his name. In his track „DÉJÀ-VU,“ he lets his fans know—together with effect® that memories last forever.
Seyed
In his track „Kriegshammer,“ Seyed secured support not only from his former Alpha Music Empire comrades Kollegah and Asche but also from effect® Energy. The accompanying music video has already garnered over 592,000 views on YouTube.
With over 729,000 Instagram followers, a massive community stands behind former fitness model and now rapper Majoe. In his song „Ultrainstinkt,“ he flexes his muscles once again — powered by effect® BCAA Energy.
ART achieved his breakthrough with the single „Belgisches Viertel,“ earning a Gold Record for it. The music video for „Bester Fehler“ has already reached 611,000 views on YouTube, while „Tagtraum“ follows closely with over 228,000 views. Naturally, both hits feature a prominent placement of effect®
Olexesh
Under the album title „UFOS ÜBERM BLOCK,“ platinum rapper Olexesh teamed up with legendary director Specter and effect® BCAA Energy to deliver blockbuster-level music videos, racking up millions of views on YouTube.
After the release of „Auf & Ab“ and five consecutive weeks at the top of the Spotify charts, Montez has cemented his status as an absolute superstar. In five more of his rap ballads, effect® takes center stage. The result: an impressive 14.7 million views and massive visibility for effect®
No one has more drip right now than the German-Turkish brother duo from Berlin-Neukölln. Together with effect®, their track „Tattoos“ gets under your skin. In no time, they hit 1.4 million views on YouTube.
Summer Cem
German rap star Summer Cem delivers an ice cold music video: in his track „ICE CUBES,“ effect® is prominently featured multiple times, celebrated by the rap community, and racking up millions of views on YouTube.
Status: September 2024
Majoe
Montez
Jamule
Jamule showcases his unique, instantly recognizable voice and versatility in every track. effect® supports him in his songs „Liege wieder wach,“ „Jung,“ and „Blauer Himmel,“ celebrating an impressive 14 million YouTube views!
Yung Yury
With „TABU.,“ Yung Yury created a viral hit that sparked a TikTok hype. Known for his bold sound, he blends techno with rap, turning every track into a banger. What could be a better match for his latest single „Nächte ohne Schlaf“ than effect® Energy?
Maxwell, known from the hiphop group 187 Strassenbande, celebrated a massive hit with his single „Skifahren,“ alongside Joshi Mizu and The Cratez. With „Super Soaker“ and effect® WATERMELON SPLASH, they deliver true summer vibes while boosting brand visibility.
Samra
Samra has become a prominent figure in German rap, initially gaining recognition through collaborations with Capital Bra. He continues to achieve success with fellow rapper Dardan, notably with their joint track „Easy Go.“
Morpheuz
An unmistakable voice and lyrics that hit deep: Morpheuz had his big breakthrough with „Lautlos.“ Now a solid fixture in the German music scene, he takes effect® to the next level with his song „Venen,“ delivering a performance that truly gets under your skin.
Bobby Vandamme
Bobby Vandamme was discovered by German rap legend Farid Bang. Now, the newcomer has built a solid fanbase with over 1.5 million monthly listeners. His track „Bandit,“ in collaboration with effect®, has even surpassed 7.8 million views on YouTube.
Digital Reach in the millions.
Over 500 million contacts per year.
Generating success with influencer marketing.
More and more companies are partnering with influencers on social media platforms to showcase their products in the best possible way. effect® also leverages this established advertising strategy, expanding its reach through collaborations with various DJs, content creators, and lifestyle personalities—especially within the young target audience.
FOLLOW US
Instagram, Facebook, TikTok, YouTube, or Twitch— effect® is active across all platforms, targeting the young audience and tomorrow’s buyers through social media. In 2023 alone, the brand invested over one million euros in brand positioning and community building on all relevant channels. And it’s paying off: the effect® fan base continues to grow relentlessly!
The effect® Signature Drink.
Fill a glass with ice cubes, add 4 cl of 9 MILE Vodka, top it off with 0.25 l of effect® BLACK AÇAÍ, and garnish with seasonal berries. Ready to RUBY ROCK!
MIX IT.
READY TO PARTY.
An exciting blend for unforgettable nights: effect® BLACK AÇAÍ paired with the smooth, granitefiltered 9 MILE Vodka. This thrilling flavour experience guarantees memorable party nights—in every bar, club, and disco.
Tailored effect® room concepts for the gastronomy sector.
Elements
and entire concepts create atmosphere and visibility.
Unique effect® branding with high recognition value at Etage 1 in Offenburg
Eye-catching LED branding in effect® style in the Prater in Bochum
World of Nightlife, Nuremberg
We plan entire concepts together with restaurateurs and interior designers. Individual food service elements such as counters or DJ desks can also be easily designed in an effect® style! In this way, we combine the operators’ desire for unique design with standardised effect® communication in outlets in the cities.
