The Blue Demon’s legacy is now carried on by his stepson, known as Blue Demon Jr., who has become one of the top stars in Mexican wrestling. In 1964 he started a successful film career that ran through 1977 and included 25 action, horror and science fiction films. He began his career in 1948, becoming one of Mexico’s most popular wrestlers.

Mexican masked wrestler Alexander Munoz Moreno was known professionally as the Blue Demon. “This is a drink designed specifically for men who know the meaning of hard work, and no one captures the essence of this better than the Blue Demon, one of Mexico’s first and most enduring lucha libre stars.” So when will this new packaging roll out in Canada? Will there be any marketing media support to detail this? Are there any innovations that will be introduced as well as the re-branding effort? They better have something big planned or else the energy drink will likely fade into obscurity while all the Red Bulls, Monsters, and 5-Hour Energy companies gobble up their remaining market shares.“Full Throttle Blue Demon delivers everything guys have come to expect from Full Throttle energy drinks, and gives them the fuel they need to face any challenge all day long,” said Rafael Acevedo, Senior Brand Manager, Energy Drinks. Wikipedia supports this fact reporting that the energy drink changed its formula and also re-branded in November 2009 (story here). A quick look at the energy drink’s website seems to show that there has been a re-branding effort because all the logos and packaging has been changed (website link here). The most recent market share numbers indicate that Full Throttle has lost over 2% of its market share, and the brand has been on a continuous decline the last few years. The energy drink has been losing customers and market share to bigger players such as Red Bull and Monster. Our friends south of the border had Full Throttle Mother, Full Throttle Hydration, Full Throttle Coffee (in Mocha and Caramel) – all of which has been discontinued.

There has been little to no new product launches, and products that had been released in the United States are slowly being discontinued as well.

The 3 remaining flavors are the Citrus, Berry, and Agave (also known as the Regular, Fury, and Blue Demon). Is this energy drink being discontinued or phased out? Full Throttle in Canada has only 3 flavors, after discontinuing their sugar-free flavor.

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