Tenzing: how a small brand is thinking big

Brian Carruthers

Tenzing Natural Energy is an energy drink with a different proposition from the big players in the market.

 Huib van Bockel, the founder of Tenzing, agrees with Professor Mark Ritson on many things but he has to take issue with the academic’s pronouncement during a recent webinar that “Capitalism isn’t fair and the big fucker fucks everyone else; small brands will stay small.”

“It’s kind of a strange remark,” van Bockel told the MAD//Anywhere virtual conference (November 2020). “Didn’t every brand start small at one point? Didn’t Red Bull start very small, didn’t Monster start very small?”

The brands to which he refers are now the giants in the energy drinks sector and the competition...

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