Libertine is a 'vitality drink' made using natural ingredients that is very mixable with spirits, including vodka, rum, whiskey and tequila. Thus we are aiming to capture mature cosmopolitan consumers who dislike the 'chemical' taste of energy drinks but like to be alert throughout the day (or night). The equally healthful and flavorful ingredients unique to Libertine give one a feeling of focused calm, alertness without the intense feeling of caffeine. Libertine is intended for people who work hard and play hard, living life to its fullest with decadence and irreverence.
This beverage is intended to compete on-premise (bars, clubs, etc.) with the likes of Red Bull / Monster in a similar 8.4 oz. can format, however the taste works in any cocktail that contains citrus fruits, and the feeling is better. So the first segment is upscale night life, gender neutral. Beyond that, moving into retail, we'd like to aim broadly for the Whole Foods crowd as a 'natural' product that is refreshing to drink throughout the day. It provides an alertness without the crash. So generally speaking we see our customers to be 18-35, skewing slightly male but female friendly, who live high-octane urban lives. They will purchase Libertine as opposed to the majors because 1) they don't like the flavor of the others, 2) they want an 'all-natural' product, 3) it makes them feel calm but alert and 4) it has a more up-scale / classy image than the competition.