US: Red Bull takes cranberry, lime, blueberry nation-wide

By | 4 March 2013

Click through to view the three Red Bull brand extensions

Click through to view the three Red Bull brand extensions

view 1 related image

Red Bull has lined up the nation-wide roll-out of its three flavour extensions in the US.

The company, which trialled Red Bull cranberry, lime and blueberry exclusively in 7-Eleven outlets late last year, said earlier today (4 March) that the variants will be available in convenience, grocery, drug and club store channels from this month. The move represents the first extension to Red Bull's namesake brand in the 15 years it has been in the US.

“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 5%,” the company said.

All three will be offered in single 8.4oz cans as well as in four-packs. Red Bull originally launched the flavours in Europe last year.

Expert analysis

USA Energy Drinks Category Profile

A competitively priced comprehensive overview of the Energy Drinks market.

Sectors: Product launches, Soft drinks

Companies: Red Bull

View next/previous articles

Currently reading -

US: Red Bull takes cranberry, lime, blueberry nation-wide

Currently reading -

US: Dr Pepper Snapple Group reaquires Asia-Pacific distribution

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...

Red Bull North America Inc in Soft Drinks (USA)

According to the global company website, Red Bull is focusing on the core markets of Western Europe and the US, as well as the growth markets of Brazil, Japan, India and China. The company is also concentrating on the global roll-out of its new Red B...

Red Bull GmbH in Soft Drinks (World)

While Red Bull remains the world leader in energy drinks, it is facing growing competition from other players. TCCC in particular, with Monster in the US and Burn in Brazil, is also posing an increasing threat. These two markets are emerging as energ...

Related articles

UK: Halewood International resolves microbrewer trademark issue

Halewood International and TickeyBrew have reached an "amicable solution" over a trademark issue that will allow the microbrewer to keep its name.

POLAND/RUSSIA: Russian Standard recruits former Coca-Cola Co exec for CEDC Poland

Russian Standard has appointed a president for the Polish operations of recently-acquired Central European Distribution Corp.

just For Subscribers - The week in drinks

Here are the ten most viewed, subscriber-only items on just-drinks this week:

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