The Red Bull Editions, available nationwide, provide the energy and effect of Red Bull with the taste of cranberry, lime and blueberry. For the first time in Red Bull’s 15 years in the U.S., the company is introducing an alternative to their well-known flavor. (PRNewsFoto/Red Bull North America)
For the first time in Red Bull’s 15 year history in the U.S., the company is introducing an alternative to their well-known flavor. In the most anticipated category launch since the modern energy drink was introduced to the U.S. in 1997, RED BULL® ENERGY DRINK today is rolling out three new flavors available nationwide. In new red, silver and blue cans, the EDITIONS FROM RED BULL provide the energy and effect of the original, but with the taste of cranberry, lime and blueberry, respectively. The Red Bull Editions were created by consumer demand and offer something for every palate.
The RED BULL EDITIONS flew off the shelves during a six-week retail test last November and December, and confirmed the company’s projections that with perfect in-store execution, the Red Bull Editions have the power to grow the entire energy drink category by more than five percent. All three flavors quickly rose to be top-selling beverages during that period, even ranking in the top 25 of Energy Drinks.(1) Seventy percent of repeat purchasers mentioned taste as a key driver for them.(2 )
Industrywise, energy drinks are seen as the fastest growing segment within the beverage category—projected to grow 86% over the next five years to an $11.9 billion category in the United States.(3)—and RED BULL continues to lead this dynamic category and is the primary investor in its growth.
The RED BULL EDITIONS are sold as single 8.4 fl. oz. cans and 8.4 fl. Oz. 4-Packs, priced in line with RED BULL ENERGY DRINK, RED BULL SUGARFREE and RED BULL TOTAL ZERO.
For more than 25 years, millions of people around the world seek daily energy from Red Bull to aid them while engaging in sports, working, studying, driving or for an afternoon pick-me-up. Red Bull vitalizes the body and mind and is for anyone who is looking for an energy boost. . Red Bull is available in more than 160 countries around the world and contains 80 mg of caffeine per 8.4 fluid ounces, about the same as a brewed cup of coffee.
RED BULL EDITIONS are available in convenience, grocery, drug and club store channels nationwide. For more information, please visit http://www.redbullusa.com/products
(1 – Retailer Internal Scan Data 8 wks through Dec 2012; 2 – 2012 Attitude Measurement Custom Survey; 3 – Mintel)