Live+ is an energy drink marketed to

New Zealanders New Zealanders ( mi, Tāngata Aotearoa), colloquially known as Kiwis (), are people associated with New Zealand, sharing a common history, culture, and language (New Zealand English). People of various ethnicities and national origins are citiz ...

by Monster Beverage Corporation. It was originally known as Lift+ or Lift Plus and created and produced by

Coca-Cola Amatil Coca-Cola Amatil Limited (CCA) was an Australian bottler of non-alcoholic beverages that existed from 1904 to 2021, when it merged with Coca-Cola European Partners to form Coca-Cola Europacific Partners. It was one of the largest bottlers of no ...

based on the

soft drink A soft drink (see § Terminology for other names) is a drink that usually contains water (often carbonated), a sweetener, and a natural and/or artificial flavoring. The sweetener may be a sugar, high-fructose corn syrup, fruit juice, a su ...

Lift Lift or LIFT may refer to: Physical devices * Elevator, or lift, a device used for raising and lowering people or goods ** Paternoster lift, a type of lift using a continuous chain of cars which do not stop ** Patient lift, or Hoyer lift, mobile ...

History

The brand, originally known as Lift Plus was which was introduced to New Zealand in 1999. The brand over the years has seen an extensive marketing campaign, especially on the television show "Pulp Sport". The slogan for Lift Plus was "Sharpen Up!" until mid-2011 when the new Lift Plus Extra Strength was launched and the slogan was changed to "wake up your buds" and "choose your level". The choose your level slogan refers to the fact that Lift Plus Extra Strength has 32 mg/100 mL of caffeine when the Original Lift Plus has 14 mg/100 mL. In 2011 Coca-Cola Amatil claimed that Lift Plus and the Mother energy drink had a combined share of 20 per cent the New Zealand energy drink market or 3.7 per cent of the non-alcoholic ready-to-drink market. In 2018 the name changed from Lift+ to Live+ and ownership was transferred from

to Monster Beverage Corporation.

Varieties

LIVE+ Persist LIVE+ Persist was formerly called Lift Plus Original. The original flavour contained 14.5mg of caffeine per 100ml, but now contains 30mg of caffeine per 100mL.''Energy drink deaths: experts want action''
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The New Zealand Herald ''The New Zealand Herald'' is a daily newspaper published in Auckland, New Zealand, owned by New Zealand Media and Entertainment, and considered a newspaper of record for New Zealand. It has the largest newspaper circulation of all newspapers ...

'' 25 Oct, 2012 LIVE+ Ascend LIVE+ Ascend was formerly known as Lift Plus Sugarfree until 2009 and then Lift Plus Zero. Live+ Ignite Live+ Ignite was formerly known as Lift+ Green Lift Plus Extra Strength A discontinued Extra Strength version of the original Lift Plus drink.

References

{{Coca-Cola brands Energy drinks Coca-Cola brands

History

Varieties

See also

References