US: Red Bull flavour extensions launched in US

By | 13 November 2012

Click through to view  Red Bull Special Editions for the US market

Click through to view Red Bull Special Editions for the US market

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Red Bull is to extend its Special Editions range to the US, with 7-Eleven first to stock the new flavours.

The cranberry, lime and blueberry extensions are exclusive to 7-Eleven in the US until their nation-wide launch in March, the convenience store chain said today (13 November). Red Bull Special Editions are already available in some European countries, including Germany and the UK.

The extensions will cost the same at Red Bull's other lines, Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero, 7-Eleven said.

"Red Bull is one of 7-Eleven's top-sellers and we are the largest US retailer of Red Bull," a 7-Eleven spokesperson said.

The energy drinks market in the US continues to grow despite increased scrutiny in the past year on the caffeine-based beverages.

Two Illinois senators are pushing for a wider crackdown against the energy drinks market, while Monster Beverages is facing an investigation by the US Food and Drug Administration (FDA) and the subject of a lawsuit surrounding the death of a 14 year-old girl. However, the California-based firm's CEO last week launched a strong defence of its products

Expert analysis

Red Bull: A trailblazer in marketing strategy

Red Bull has spared no expense in pursuit of its own path to market domination. Its efforts have been so extensive that the number of sportspeople and events it sponsors can be listed in the hundreds. In some areas the company has even popularized brand new sports. This method of recognition has been hugely successful, despite the enormous amount of money invested.This research looks at the company and it's activities.

Sectors: Soft drinks

Companies: Red Bull

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