A new energy drink to be launched in 2027 by The Umbrella Girls.<\/p>\n
Courtesy of The Umbrella Girls<\/p>\n
Energy drinks have been the rage for years. It\u2019s estimated that a third of Americans have tried them, Gen Z closer to 80%. There\u2019s the traditional macho-positioned Red Bull and Monster Energy. These, of course, are male-dominated.<\/p>\n
But, as the category expands, a plethora of new products are springing up that are more heath-oriented, with less sugar and caffeine. A good example is Celsius. To take advantage of this expansion, next year a women-positioned drink called \u201cUmbrella Girls Ultimate Energy,\u201d is planned for launch – in a pink can, nonetheless.<\/p>\n
\u201cWe\u2019re trying to leverage a long-standing brand, The Umbrella Girls, from just pretty women on the motorsports circuit to something more,\u201d says Anthony Jabin of Global Technologies in Beverly Hills, California, who purchased UG for seven figures two years ago.<\/p>\n
Umbrella Girl Trista Mikail at the Pebble Beach Concourse near Weathertech Laguna Seca Raceway.<\/p>\n
Courtesy of The Umbrella Girls<\/p>\n
Women and motorsports have long been linked going back to the 1970s when females on the international Formula 1 starting grid were the norm. Many held umbrellas over drivers including Mario Andretti and James Hunt to keep the sun and rain off of them. The women also gave out trophies to podium finishers.<\/p>\n
Ann Asiano, an attorney and racing enthusiast, founded The Umbrella Girls in 2002 to actually brand this concept, expanding the UG repertoire to include series other than F-1 like IndyCar, NHRA and motorcycles. <\/p>\n
In 2017, largely due to the Me Too movement, F-1 replaced its umbrella girls with kids. It was a controversial move and a blow to Asiano, but she kept her company afloat by branching out to U.S. tracks in other series. You will see the women regularly at domestic tracks including Weathertech Laguna Seca Raceway and Daytona International Speedway.<\/p>\n
Jabin says his new energy drink targeting a largely left-out demographic, women, is a smart move. \u201cThe trick in branding in a growing, crowded category is unique positioning. We\u2019ll have that with our energy product next year.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"A new energy drink to be launched in 2027 by The Umbrella Girls. Courtesy of The Umbrella Girls…\n","protected":false},"author":2,"featured_media":578998,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[74],"tags":[246318,246320,18,92270,19,17,246324,246325,246323,22480,82,246319,246321,246322],"class_list":["post-578997","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-anthony-jabin","tag-christina-riordan","tag-eire","tag-formula-one","tag-ie","tag-ireland","tag-james-hunt","tag-mario-andretti","tag-monster-energy","tag-motorsports","tag-technology","tag-the-umbrella-girls","tag-trista-mikail","tag-weathertech-laguna-seca"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ie\/116896865105529650","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/578997","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=578997"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/578997\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/578998"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=578997"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=578997"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=578997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}