Former Red Bull Exec Launches Sherpa-Inspired Tenzing Energy Drink

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Tenzing

Tenzing Norgay, the famed Nepalese Sherpa mountaineering guide, was one of the first two human beings known to summit Mount Everest, having completed the journey with Sir Edmund Hillary in 1953. Now, you can find his name on an energy drink in the UK.

Tenzing was developed by former Red Bull marketing director Huib van Bockel and Tenzing’s son, Jamling Tenzing Norgay. Tenzing has half the sugar of Red Bull and promotes itself as a way for consumers to get “natural energy” from a drink that uses some ingredients Sherpas consume as they help guide hikers to the top of the world.

Tenzing

“The market is saturated with drinks that use artificial ingredients,” said van Bockel, according to Retail Times. “There’s really no need to synthetically create an energy drink when it’s possible to source powerful, energizing ingredients directly from nature.”

Sustainability is also a big part of the Tenzing marketing push as it uses 100 percent recyclable aluminum for its cans. The manufacturing plant sources all of its water from a nearby spring. It is also is situated near a river so its goods can be shipped by boat rather than by truck that would give out harmful CO2 emissions and increase highway traffic. In addition, 5 percent of Tenzing’s profits go to projects that help sustain the environment.

While this is the first beverage named after the famous climber, there have been other products using his name, such as Tenzing Men’s Skincare and Tenzing Outdoors.

About a year ago, van Bockel carried a few bottles of Tenzing to King’s College London Waterloo and asked several students to try it. Three of them took not only a sip but the full plunge and are now on staff, according to the UK’s Roar News.

Van Bockel is is now going up against his former employer, Red Bull, in an already very saturated marketplace. He spent eight years with the beverage giant before leaving last December, UK’s Marketing Magazine reports. He’s pushing the product on social media, opening up an Instagram account and blogging about it on Facebook.

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