Tilray Rolls Out Hi*Ball Sparkling Energy Water in UK at £1.90
TLRY•Tilray Brands has launched Hi*Ball Energy sparkling water in the UK, offering four flavours with 100mg natural caffeine and B vitamins at £1.90 per 330ml can via Amazon UK and BrewDog.com. With functional energy water among the UK’s fastest-growing sectors and 43% consumer trial intent, nationwide expansion targets FMCG channels.
1. UK Launch of Hi*Ball Energy
Tilray Brands has officially introduced Hi*Ball Sparkling Energy Water to the UK market, debuting at the Barcode Festival on July 2 and now available through Amazon UK and BrewDog.com. The launch marks the brand’s first foray outside North America, targeting busy consumers seeking cleaner energy alternatives.
2. Product Composition and Pricing
Each 330ml can of Hi*Ball contains 100mg of natural caffeine, B vitamins (B3, B5, B6, B12), guarana, and ginseng, all with zero sugar, zero calories, and no artificial sweeteners. The product lineup—Peach, Wild Berry, Lemon Lime, and Vanilla—is priced at £1.90 per can (cases of 12).
3. Market Opportunity and Consumer Trends
Functional energy and water segments are among the fastest-growing in the UK soft drinks category, driven by over a third of consumers rejecting high-sugar or artificial-ingredient drinks. Surveys show 78% of energy drink buyers prefer natural ingredients and 43% express willingness to trial Hi*Ball as a cleaner alternative.
4. Distribution Strategy and Future Expansion
Hi*Ball’s initial UK rollout leverages e-commerce and specialty retail sampling to build shelf presence, with activation at industry events. Tilray plans to extend the brand across Europe, the Middle East, Africa, and Asia Pacific following its UK launch, aiming to premiumise the energy drink occasion globally.
