The pre-sale meeting of Tonino Lamborghini Energy Drink China was held in Beijing, where more than 200 strategic partners and distributors from all over China witnessed the debut of the new branded “China Red” can.
Last February 10, in China, where the Tonino Lamborghini company is already present with three branded hotels and the home furnishings and tiles line, a licence was signed with the Chinese company NEW AWAKEN LIMITED for the production and marketing of the Tonino Lamborghini Energy Drink, with three new recipes and packs adapted to the customers and tastes of the Dragon Country.
At the end of March, a special road show was organized in Beijing (China) to present the new drinks to more than 200 partners and distributors.
Pan Ren, the president of China Food Industry Association, present at the event, said that the Chinese functional beverage market has great chance for future growth and so needs the joint efforts of the whole industry. Brands like Tonino Lamborghini, which refine their business with care and dedication, contribute even more to the progress of the industry.
Mr. Wang Guangyu of NEW AWAKEN LIMITED firstly explained the partnership between Tonino Lamborghini and New Awaken: “In 2020, New Awaken had an efficient and professional negotiation with the Lamborghini family and its company Tonino Lamborghini S.p.A., and reached one of the most special long-lasting agreement in the international licensed FMCG industry”.
The first products launched in China in Spring 2021 was the Tonino Lamborghini Energy Drink Sugar Free, available in 330cl version. It will be followed by the regular can and the no gas version.
The new can specially designed for the Chinese market is all red, colour of passion, love, and adventure. Furthermore, red is a lucky and auspicious colour in the Chinese culture since it is connected with the fire element, which represents life, vitality, and light. Because it’s viewed so positively, red symbolizes happiness, success, and good fortune. The Chinese red can has also a special recipe, different from the Italian original one, to better fit the Chinese taste and consumption habits.