UK: Red Bull launches Special Edition flavours

By | 8 October 2012

Click through to view the Red Bull Special Editions cans

Click through to view the Red Bull Special Editions cans

view 1 related image

Red Bull has extended its Red Bull Special Editions to the UK.

The three flavour extensions, already available in other European countries including Germany, will launch in the UK in March, a spokesperson for the energy drinks company said today (8 October). The Red (cranberry), Silver (lime) and Blue (blueberry) variants will help bring new consumers to the energy category, the company said.

“We know that some consumers don’t buy into the category because they don’t like the taste of energy drinks,” said Red Bull's strategy & planning manager, Gavin Lissimore. “By offering them a range of new flavours, using the strength of the Red Bull brand, we will deliver against these concerns and ultimately drive penetration into the category.” 

The 25cl cans will sell for the same price as regular Red Bull, the company said.

In Germany, Red Bull has sold about 22m Special Edition units in the past six months, the company said.

In May, Red Bull said it was still waiting on government approval to enter the Chinese market.

Expert analysis

Global Energy Drinks Report

Energy drinks remain the most dynamic segment in the soft drinks market. This Global Energy Drinks report provides an in-depth and comprehensive market analysis of energy drinks and energy shots across 57 countries. The report offers a detailed and accurate picture of the international market environment by investigating a number of aspects of the energy drinks sector in each country. These cover consumption and value trends, market segmentation, leading players, distribution, main ingredients and flavours, key packaging solutions as well as new product and industry developments.

Sectors: Soft drinks

Companies: Red Bull

There are currently no comments on this article

Be the first to comment on this article

Related research

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 br...

Functional Foods and Drinks

This report analyzes the worldwide markets for Functional Foods and Drinks in US$ Million by the following Product Segments: Cereals and Grains, Beverages, Dairy Products, Snacks, and Other Functional Foods....

Related articles

just the Round-Up - The week in drinks

The top ten stories published on just-drinks last week:

US: New York lawmakers restrict energy drinks marketing - report

A New York State council has outlawed the marketing of energy drinks to minors, according to reports, but stopped short of an outright ban put forward last year.

AUSTRIA: Red Bull silent on contamination report

Red Bull has refused to comment directly on reports it has been the victim of threats to contaminate its products in Austria.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page