Digital Tools in the Energy Drink Market

In the current context of digital transformation within the energy drinks market, the use of digital technologies has become a crucial tool for enhancing the efficiency of business processes, marketing strat- egies, and consumer engagement. However, despite considerable opportunities, the widespread imple- mentation of digital instruments in this sector faces several challenges that require both academic analysis and practical solutions. One of the key issues is the adaptation of energy drink producers' business models to the realities of the digital environment. The absence of a clear technology integration strategy may lead to inefficient resource utilization, complications in management processes, and the loss of competitive advantages. Furthermore, the uneven level of digitalization among companies generates market imbal- ances, complicating access to cutting-edge technologies for small and medium-sized enterprises.
The article explores the transformational impact of digital technologies on the functioning of the energy drinks market amid the intensification of digitalization in the global business environment. Key directions for the implementation of digital tools in the marketing, logistics, and communication processes of companies are outlined, and the significance of Big Data, artificial intelligence (AI), Internet of Things (IoT) technologies, and blockchain in optimizing business processes and enhancing manufactur- ers' competitiveness is substantiated. Based on empirical data, a comparative analysis of the level of digi- talization among major companies operating in Ukraine’s energy drinks market in 2019–2024 is pre- sented. Leading digital practices implemented by companies such as Red Bull, Monster Energy, Carlsberg Ukraine, Hell Energy, and others are highlighted, along with the impact of digital solutions on marketing personalization, supply chain automation, and consumer interaction management. The study concludes that successful digital transformation requires a systematic approach to technology adoption — from digital auditing, assessing a company’s digital maturity and investment capacity, to implementing CRM systems, ERP platforms, digital analytics tools, and cybersecurity solutions. The strategic integration of digital and marketing technologies is justified as a means of forming sustainable competitive advantages,
increasing business flexibility, and enhancing adaptability to dynamically changing consumer demand.