New Tactical Energy Drink Developed with Input from Reservists and Active-Duty Military Personnel

Last year, a campaign initiated by the Ministry of Defence made waves in the market, allowing several existing products to be redesigned with a digital camouflage pattern by participating companies. A portion of the sales revenue was donated to the Reservists’ Fund, which helps enhance the combat readiness of reservists. One of the companies involved, A. Le Coq, was inspired by this collaboration to develop a new product with input from both active service members and reservists. The result, Dynami:t Tactical Energy, is now available in stores.

Input from Active Service Members

The close partnership between A. Le Coq and the Ministry of Defence gained momentum during Reservists’ Week when digital camouflage-themed kvass and the sports drink Arctic Sport were launched to support the Reservists’ Fund.

“Our discussions made it clear that there was a real need for this type of product. For this specific consumer group, higher caffeine and energy content are crucial for maintaining focus and restoring energy levels. Additionally, the product is enriched with magnesium and B vitamins to help reduce fatigue and exhaustion,” said Jörgen Kippel, A. Le Coq’s Brand Manager, highlighting the product’s key features. Another important aspect was the screw cap, allowing for controlled consumption over time.

According to Helmuth Martin Reisner, Director of the Defence Willingness Department at the Ministry of Defence, A. Le Coq has clearly understood the needs of reservists and predicts success for the new product. “Fatigue is often high during training exercises, making energy drinks very popular among reservists. A. Le Coq’s new high-caffeine beverage will certainly meet their needs, as well as those of anyone with a fast-paced lifestyle requiring a quick energy boost. Additionally, every purchase directly supports Estonia’s defence capabilities, as part of the sales revenue is donated to the Reservists’ Fund.”

Active service members and reservists played a key role in the product’s development, participating in taste tests and helping refine the flavor and functionality.

Bringing the Product to Stores and Supporting the Reservists’ Fund

Initially, the product was planned as a limited batch for a specific sector, but it soon became clear that it could also appeal to a wider audience. “The key reason for launching it in stores is the opportunity to continue supporting the Reservists’ Fund through every sale,” said Kippel. So far, A. Le Coq has donated over €16,500 to the fund through product sales.