Product Offerings
Products:
Energy Drinks: Tüm Energy Drink (Original), Tüm Zero (Sugar-Free)
Merchandise: Ecobag Tüm, Boné Tüm, Taça de Cristal Tüm, Moletom Tüm
Tüm Energy Drink is a dynamic Brazilian beverage brand based in Florianópolis, Santa Catarina, recognized for its bold design, high-energy formulations, and commitment to lifestyle branding. As both a manufacturer and direct-to-consumer retailer, Tüm has carved out a niche in Brazil’s competitive energy drink market with a stylish, health-conscious alternative aimed at young, active, and image-driven consumers.
Company Overview
Founded with a vision to energize the modern lifestyle, Tüm Energy Drink blends innovative branding with high-quality ingredients and environmental consciousness. The brand distinguishes itself not only through its distinctive flavor but also by integrating fashion, design, and pop culture into its product identity.
Tüm operates primarily through digital platforms, combining ecommerce efficiency with social media virality to reach consumers directly and rapidly.
Product and Service Offerings
Tüm Energy Drink offers a curated range of energy beverages and branded merchandise:
-
Energy Drinks:
- Tüm Original: Formulated with caffeine, taurine, B-vitamins, and carbonated water for immediate energy and enhanced focus.
- Tüm Zero: A sugar-free variant with the same flavor profile and functional boost, targeting health-conscious consumers.
-
Merchandise:
- Ecobag Tüm: Sustainable tote bag with brand styling
- Boné Tüm: Branded baseball cap
- Taça de Cristal Tüm: Designer crystal glass for upscale brand experiences
- Moletom Tüm: Fashion-forward hoodie integrating streetwear and beverage branding
Products are sold online in boxed formats (e.g., 6-pack cases), with special edition variety packs available.
Specialisation and Core USP
Tüm’s unique strength lies in its lifestyle-first beverage strategy. The brand promotes itself not merely as an energy drink, but as a part of an aspirational lifestyle. Core value propositions include:
- Sugar-free options for the wellness-conscious
- Limited-edition packaging and merchandising
- Environmentally aligned messaging with reusable and recyclable containers
- Alignment with music, fashion, and creative subcultures through curated collaborations
Their sleek design and minimalist aesthetic contrast sharply with traditional energy drink branding, giving Tüm a competitive edge among urban, Gen Z consumers.
Financial Insights
While Tüm operates as a privately held company and does not publicly disclose financials, market performance indicators show:
- Triple-digit annual growth since 2021 driven by direct-to-consumer ecommerce
- Over 50,000 units sold via online platforms and pop-up retail by end of 2023
- Emerging distribution partnerships with select boutique retailers and gyms
The brand’s high product margin and low-overhead digital-first model contribute to a lean and scalable operation.
Shipment and Export Records
Tüm Energy Drink has focused initially on the Brazilian domestic market but has begun exploring export potential. Key insights include:
- Pilot distribution deals in Portugal and Chile signed in Q4 2023
- Export packaging designed to comply with EU beverage labeling requirements
- Initial target export volume of 100,000 units/year by 2025, starting with Portuguese-speaking countries
The brand has aligned with Brazilian export initiatives for startup brands looking to expand into premium beverage categories abroad.
Target Market
Tüm targets a well-defined consumer segment:
- Gen Z and Millennial audiences who value aesthetics, identity, and wellness
- Nightlife and music culture enthusiasts
- Athletes and active individuals seeking a stylish energy boost
- Boutique and concept retailers seeking niche energy drink brands
- International distributors of premium, lifestyle-driven beverages
Tüm’s approach goes beyond taste—it builds brand loyalty through visual storytelling and community engagement.
Capabilities
Tüm operates through partnerships with:
- Contract manufacturers with ISO-certified production lines
- Logistics providers offering same-day shipping in select Brazilian cities
- Ecommerce fulfillment systems that support scalability and subscription models
Product development is driven by a blend of market analytics and cultural trend forecasting, ensuring relevance in every new SKU.
Certifications and Compliance
All Tüm beverages are compliant with:
- ANVISA (Brazilian Health Regulatory Agency) safety and ingredient regulations
- Proper nutritional labeling in line with Brazilian and Mercosur standards
- Sugar-free formulation of Tüm Zero aligns with nutritional claims guidelines
Future certification plans include ISO 22000 for food safety management and product-specific approvals for EU and GCC markets.
Customer Testimonials
Tüm receives consistent praise across social media and ecommerce platforms for:
- High design value and shareable packaging
- Balanced energy profile without jittery side effects
- Great flavor in both Original and Zero formats
- Strong alignment with consumer values around sustainability and personal branding
User-generated content and influencer marketing have helped build a community-first brand identity, elevating repeat purchase rates.
Major Achievements
- Sold out multiple limited-edition product drops via Instagram campaigns
- Recognized as a top beverage startup to watch by Brazilian startup media outlets
- Featured in Brazilian Design Week 2023 for packaging innovation
- Launched branded collaborations with emerging fashion labels
- Built a loyal social media following with over 50,000 engaged followers
Tüm Energy Drink continues to redefine the energy beverage market in Brazil with a forward-thinking, visually driven brand that fuses taste, identity, and culture in every can.