As an international brand, effect® is available globally. The stylish brand-look underlines the premium character of the energy drink. Developed in Germany the drink has already reached prominence and is ranked second in the growing premium energy-segment. It is no longer limited to extreme sports and motor sports engagements. Revenue in the energy market rose by eight percent last year – the highest ever increase in the non-alcoholic drinks market. With the original effect® energy drink, Paderborn-based beverage group MBG International Premium Brands addresses a target group that values spiritual fitness and mental performances.