Power Horse Energy Drinks

What Power Horse Energy Drinks does

Power Horse Energy Drinks GmbH is an Austria-headquartered producer of caffeinated energy drinks founded in 1992 by Walter Scherb under heritage manufacturer Spitz Austria, a 150-year-old food and beverage company. The company sells four canned SKUs—Power Horse Original (11g sugar/100ml), Zero Sugar (3 kcal/100ml), Red Rush (pomegranate), and Green Rush—across retail and convenience channels in Austria, the Middle East (UAE, Saudi Arabia), Africa (Egypt, Nigeria), and Spain, with a headquarters in Linz and a regional operating entity (Power Horse Global DMCC) in Dubai. The brand employs 51–100 staff and is privately held under Vis Mundi, Levant Capital, and founder Walter Scherb.

Name

Power Horse Energy Drinks

Legal name

Power Horse Energy Drinks GmbH

Website

https://power-horse.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Power Horse Energy Drinks GmbH is an Austrian producer of caffeinated, canned energy drinks sold across the Middle East, Africa, and Europe. The company markets vegan, halal Original, Zero Sugar, Red Rush, and Green Rush variants to active consumers via retail and sports-sponsored distribution.

Ownership category

akta.pro rank

Product category

Energy Drinks

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Energy Drinks & Energy Shots (CRADAHAJ)

akta.pro secondary industry

Energy Drink Production (AFAFAFAA)

Keywords

• Energy drinks
• Caffeinated beverages
• Carbonated soft drinks
• Ready-to-drink beverages
• Vegan energy drinks

Headquarters

HQ city

Linz

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Energy drink product sales: Direct consumer sales of energy drinks in can format (250ml standard serving). Products include Original, Zero Sugar, Red Rush, and Green Rush variants sold through retail channels across Austria, Middle East, Africa, and Europe.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Power Horse Energy Drinks produces and sells a range of carbonated energy drinks — including the Original, Zero Sugar, Red Rush, and Green Rush variants — in cans of multiple sizes. The brand was founded in 1992 in Austria and is positioned as a vegan, allergen-free energy drink for consumers seeking caffeine-based stimulation. Distribution covers Austria, Europe, the Middle East, and Africa through retail and on-premise channels.

Product overview

Power Horse Energy Drinks is a premium energy drink brand offering a portfolio of canned beverages. The core product lineup consists of four variants: Original (classic silver can with 11g sugar per 100ml), Zero Sugar (3 calories per 100ml), Red Rush (pomegranate flavor), and Green Rush (alternate refreshing flavor). All products share a common ingredient profile of caffeine (32mg/100ml), taurine, B vitamins, and Austrian spring water, and are certified 100% vegan, halal, and alcohol-free. The brand operates internationally with headquarters in Austria and a regional office in Dubai, targeting active consumers seeking energy for everyday challenges.

Differentiator

Problem solved

Functional benefit

Brands

• Power Horse Original: Classic energy drink in silver can with 11g sugar per 100ml, containing caffeine, taurine, vitamins, and Austrian spring water. 100% vegan, halal, and alcohol-free.
• Power Horse Zero Sugar
• Power Horse Red Rush
• Power Horse Green Rush

Products and services

• Power Horse Original
• Power Horse Zero Sugar
• Power Horse Red Rush
• Power Horse Green Rush

Quantifiable outcome

• Millions of consumers globally
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Globe Soccer AwardscoreGTM or Marketing Partner · 17 November 2022Power Horse became new sponsor of Dubai Globe Soccer Awards. Introduced Power Horse Emerging Player of the Year award recognizing young players. Victor Osimhen won inaugural award for 2022 season.
• UD AlmeríacoreGTM or Marketing Partner · 1 July 2022Long-term stadium sponsorship deal. UD Almería's stadium renamed Power Horse Stadium 'Estadio de los Juegos Mediterraneos' as of July 1, 2022. Agreement signed by Power Horse CEO Salvatore Caizzone and UD Almería Managing Director Mohamed El Assy.
• Manchester City FCflagshipGTM or Marketing Partner · 1 January 2018Multi-year partnership making Power Horse the Club's Official Energy Drink Partner. Covers multiple countries across Africa and Middle East as well as Turkey. Slogan 'Unstoppable Together' used across communication channels. Co-branded cans featuring Manchester City crest launched from early 2019.
• Saeed Al ShamsicoreOthersPower Horse brand athlete and pro race driver from UAE. Set world record of 376.16 km/h in Patrol R SUV. Dominated Tilal Swaihan Drag Competition with top positions in 4 classes and 8 podium finishes.
• Mohammed Al-MansooriminorOthersMultiple champion and UAE drifting representative. Rising star of Middle East drifting scene. Power Horse brand athlete.
• Team Austria (Polo)coreOthersWinners of IIFIP Arena Polo European Championship 2022. Team members Walter Scherb (Captain), Diego Braun, and Martin Bleier. Power Horse positioned as No. 1 energy drink of polo sport.
• WAFFLESnCREAMminorGTM or Marketing PartnerFirst skateboarding and streetwear company in Nigeria and West Africa. Power Horse partnered with WAF towards building the first professional skate park in Lagos and supporting yearly Go Skate Day.
• VivendiiminorGTM or Marketing PartnerLondon/Lagos-based collective and cultural platform co-founded by Jimmy Ayeni and Ola Badiru. Celebrated homecoming in Lagos with limited edition capsule collection featuring Power Horse branding.
• MowalolaminorGTM or Marketing PartnerFashion designer and experimental rap artist. Collaborated with Power Horse for STUDIO X live show experience featuring artists like Yves Tumor, Odunsi the Engine, Maison 2500, and SGawD.
• Amongst FewminorGTM or Marketing PartnerHomegrown streetwear label collaboration with Power Horse on limited-edition ready-to-wear pieces including hoodies, t-shirts, caps, and canvas totes. Launched at SOLE DXB Dec 9-11.
• Sole DXBcoreGTM or Marketing PartnerDubai-based streetwear and culture festival. Power Horse participated with 'Groundwork' initiative featuring global collectives, dance competitions, and DJ lineups. Partnership with regional expansion plans.
• Spitz AustriacoreStrategic or Co-development Partner150-year-old heritage food and beverage manufacturer that introduced POWER HORSE in 1992. Original parent company and manufacturing partner.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Red Bull: The global energy drink category leader, headquartered in Austria, with a similar product profile (caffeine + taurine + B-vitamin formulations) and an event-driven GTM anchored on sports and lifestyle sponsorships. Red Bull is the dominant premium energy drink Power Horse competes against, especially in its home Austrian and broader European markets.
• Monster Beverage Corporation: A leading global energy drink company with a multi-SKU portfolio (Monster, Reign, NOS, Java Monster) targeting active-lifestyle and youth consumers through motorsport and action-sports sponsorships. Directly comparable in product format, target consumer, and sponsorship-led brand-building playbook.
• Rockstar Energy: Energy drink brand owned by PepsiCo, distributed globally with a heavy motorsport and music sponsorship portfolio. Competes head-to-head in convenience-store and event-sponsorship channels and is similarly focused on young adult consumers seeking caffeine-functional beverages.
• Burn Energy: Coca-Cola's global energy drink brand with strong presence in EMEA and emerging markets, including a notable footprint in the Middle East and Africa. Directly comparable to Power Horse in geographic targeting, distribution model, and price-positioning.
• NOS Energy Drink: Energy drink brand owned by Monster Beverage with a strong motorsport and gaming sponsorship focus. Comparable in product format (caffeine + taurine functional beverages) and target consumer profile (young, active, performance-oriented).
• XS Energy: Energy drink brand acquired by Amway with global network-marketing distribution and a sugar-free formulation focus. Comparable in product category and dietary-inclusive positioning (sugar-free, low-calorie), with a distinctive MLM go-to-market model.

Regional players

• Mother Energy: Australian energy drink brand owned by Coca-Cola Europacific Partners, distributed primarily in Australia and select Asian markets. Comparable product formulation and target consumer, with a regional focus that limits overlap with Power Horse's MEA-EMEA core.
• Lucozade Energy: UK-based sports and energy drink brand owned by Suntory. Overlaps with Power Horse on functional energy positioning and active-lifestyle targeting, but is primarily distributed in the UK and Ireland, with limited overlap in Power Horse's MEA-EMEA core markets.
• Relentless Energy: Coca-Cola-owned energy drink brand primarily distributed in the UK and Ireland. Comparable product profile (caffeine-functional beverage in canned format) and youth-oriented event sponsorship strategy, but geographically focused on UK/Ireland retail.

Others

• Spitz Austria: 150-year-old Austrian food and beverage manufacturer that originally launched Power Horse in 1992 and remains its manufacturing partner. Adjacent/ecosystem relationship rather than a competitor — relevant as a strategic partner and supplier to Power Horse.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/POWERHORSE
• Facebookfacebook.com/powerhorseofficial
• LinkedInlinkedin.com/company/powerhorse
• Instagraminstagram.com/powerhorse
• TikToktiktok.com/@powerhorse

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Power Horse Energy Drinks