Hi*Ball Energy, the sparkling energy water brand delivering clean, refreshing energy without sugar, calories, or artificial sweeteners, from Tilray Brands, Inc., has officially arrived in the United Kingdom.
Product Details and Availability
Available now through Amazon UK and BrewDog.com, Hi*Ball offers a refreshing alternative to traditional energy drinks and coffee. Each 330ml can combines sparkling water with 100mg of natural caffeine, B vitamins (B3, B5, B6 and B12), guarana, and ginseng to help consumers power through busy days while remaining free from sugar, calories, and artificial sweeteners.
Market Context
Functional energy and water are among the fastest-growing sectors in the UK soft drinks category, as consumers seek more than basic hydration. Over a third of UK energy drink consumers say traditional options contain too much sugar, calories, or artificial ingredients, driving demand for beverages with cleaner ingredients and added functional benefits.
Hi*Ball is designed to meet these evolving needs. Whether for an early morning commute, an afternoon workout, a demanding workday, or life on the go, Hi*Ball offers a lighter, cleaner source of energy. With 78% of energy drink consumers drawn to natural ingredients and 43% saying they would try Hi*Ball as a cleaner alternative, the UK launch creates a strong opportunity to premiumise and expand the energy drink occasion.
Leadership Perspective
Rajnish Ohri, President, International, Tilray Brands, said, "Hi*Ball's launch in the UK is more than a market entry; it reflects where the energy category is headed. Consumers are moving beyond legacy energy drinks in search of options that deliver refreshment, functionality, and convenience in a cleaner, more modern format. With Hi*Ball, we are helping shape the next generation of energy beverages and raise the standard for what consumers can expect from the category. As we expand across the UK and build shelf presence, our teams are also advancing plans to take the brand across Europe, the Middle East, Africa, and Asia Pacific."
Product Lineup and Pricing
The full lineup includes Hi*Ball Peach, Wild Berry, Lemon Lime, and Vanilla, each 330ml single can with a recommended retail price of £1.90 (cases of 12).
Launch Event
To celebrate its UK launch, Hi*Ball will debut at Barcode Festival on July 2, where thousands of retail, grocery, convenience, and FMCG professionals will have the opportunity to experience the brand firsthand through sampling and activation experiences.
