Lucozade's Slogans & Taglines

Lucozade is a premier British beverage brand that commands monumental market equity as the absolute defining leader in the United Kingdom’s sports and energy drink market. Invented in 1927 by Newcastle pharmacist William Walker Hunter as "Glucozade," the glucose-based drink was initially formulated as a clinical energy source for the sick before undergoing a massive, high-profile repositioning into sports performance and daily vitality in the 1980s. Following decades under the ownership of pharmaceutical giant GlaxoSmithKline (GSK), the powerhouse brand was acquired by Japanese beverage multinational Suntory Holdings in 2013 for £1.35 billion. Today, operating under Suntory Beverage & Food GB&I, the high-volume category leader continually scales its portfolio across its core Lucozade Energy, Lucozade Sport, and high-caffeine Lucozade Alert lines. Supported by high-profile multi-year sports partnerships—including Manchester City and football star Jude Bellingham—and a major manufacturing hub in Coleford, Gloucestershire, Lucozade mass-distributes its iconic functional carbonated drinks directly to major grocery networks, convenience stores, and wholesale channels across Europe and international export markets.