Red Bull is to discontinue production of its cola and energy shots beverages

Red Bull is to discontinue production of its cola and energy shots beverages

Red Bull North America is to pull its energy shot and cola variants in the region.

The energy drinks company's North American unit said yesterday (20 July) that it will "sell through existing inventories" of Red Bull Cola and Red Bull Energy Shots, but will cease production. The firm added that it will focus its efforts in the continent on its core Red Bull Energy drink going forward.

Red Bull Cola was launched in the US in 2008, with Red Bull Energy Shots following the variant in 2009.

The company maintained that it still has "ambitious plans for growth and is well-positioned to continue the momentum that has led to the brand's dominance of dollar share within the category".

"Energy is the fastest growing category within beverage, and Red Bull is delivering the most incremental dollar sales to the energy drink category, and investing the most into the category than any other player," the firm said in a statement.
"The energy drink category and Red Bull have a bright future as the category is still in its infancy," it added.

For the 12 months to 11 June, Red Bull's volumes were up by 14.9% on fiscal 2010.