How does San Benedetto mitigate potential brand confusion when selling energy drinks alongside its primary mineral water offerings?

By creating clearly named sub-brands like Super Boost and Fruit & Power

When a company deeply associated with a specific product category, like San Benedetto with water, enters a seemingly disparate category like energy drinks, maintaining brand integrity is vital. The company addresses the risk of diluting its core identity by establishing distinct, clearly differentiated sub-brands. Super Boost and Fruit & Power have unique names and stylistic presentations that align them with their respective functional categories—one looking like a traditional energy shot and the other like a functional fruit water. This clear naming segmentation allows the energy drinks to capture a distinct consumer occasion without confusing customers about the core, trusted identity of the flagship mineral water products.