clever Energy Drink SUGARFREE

Posted on October 20, 2023 | Last updated January 31, 2025

clever Energy Drink SUGARFREE
Austria's supermarket chain "BILLA," which operates in Central and Eastern Europe, offers a private-brand energy drink line called "clever," and this is their sugar-free version.

Since the clever Original had an impressively well-executed classic PB energy drink flavor, I'm curious to see how this sugar-free version compares. Let's give it a try.

clever Energy Drink SUGARFREE

Manufacturer	BILLA
Country of Origin	Austria
Price	0.49 EUR
Flavor	classic flavor
Total rating	★★☆☆☆

Author information Author: Energy Drink-kun

In 2001, while living in the United States, I encountered energy drinks through the dance scene and was deeply impressed. After returning to Japan, I found that energy drinks were considered novelty beverages, so I established a comprehensive website in 2013 to share the true appeal of energy drinks. As an energy drink enthusiast, I began drinking them seriously again, collecting over 7,000 varieties of energy drinks from various countries. I am also active as a critic and expert, receiving media interviews.

Flavor of clever Energy Drink SUGARFREE

Upon opening the can, the aroma is unmistakably similar to Red Bull Sugarfree. But how does the taste compare?
Flavor of clever Energy Drink SUGARFREE
Taking a sip, I was pleasantly surprised—this has a mildly sweet, pleasantly tart classic energy drink flavor. Many sugar-free versions of European energy drinks tend to simply remove the sweetness, but clever’s sugar-free version retains some sweetness while keeping the tartness balanced.

There’s hardly any unpleasant artificial sweetener aftertaste, and because the sweetness and tartness are both light, it’s quite easy to drink without a particularly distinct flavor profile.

That said, the full-sugar version of clever was so well-executed that this sugar-free version didn't leave a strong impression. It feels like it was introduced simply because a sugar-free option is expected.

The reason for this impression is that both the sweetness and tartness feel somewhat incomplete, making me question the purpose of this drink as I drink it. It lacks a clear concept—should it aim for a more faithful replication of the full-sugar version, or should it enhance the refreshing experience by completely removing sweetness? This uncertainty left the drink feeling somewhat unfocused.

Energy Ingredients of clever Energy Drink SUGARFREE

Energy Ingredients of clever Energy Drink SUGARFREE
Contains 80mg of caffeine and taurine. The energy ingredient content is comparable to major brands of the same size.

Design of clever Energy Drink SUGARFREE

A straightforward color scheme with a white base complemented by a light blue accent, clearly signaling its sugar-free nature.
Design of clever Energy Drink SUGARFREE
The simple and unpretentious design fits well with a supermarket private-brand product. Rather than forcing an exaggerated "energy drink aesthetic," I feel that a no-frills design like clever’s is more appealing to those who typically purchase PB products.

In Japan, private-brand energy drinks often minimize the visibility of their PB logos, making them less noticeable. However, in Europe, including clever, many supermarkets prominently feature their PB logos on products. I actually like this approach—it clearly presents the drink as an affordable and accessible part of the PB lineup.

Design of clever Energy Drink SUGARFREE
For clever, the logo is prominently displayed on various PB products, making them easy to recognize. The transparent product presentation and affordable pricing make these drinks an accessible and appealing choice.