Red Bull turns to wine with first alcoholic line

Red Bull UK is rolling out its first alcoholic drinks product in the UK.

Sabai is a 5% abv mix of white wine and the red fruit of the hibiscus tree, which is said to have relaxing properties.

It was introduced by the Siam Winery, headed by Chalerm Yoovidhya, the man who introduced Red Bull to Thailand in 1976.

Stephen Loftus, marketing director for Siam Winery (Europe), revealed that the brand was being introduced gradually into premium-style bars and pubs.

The drink, which has been on the Thai market for 20 years, will be brought into major cities following initial distribution in London and Manchester.

There is no above-the-line support, with Red Bull favouring creating a word-of-mouth buzz through bars and bar staff.

Loftus said: 'Red Bull's approach to marketing is very much about telling a story and getting people emotionally involved in a product.'

The brand is being aimed at 20 to 30-year-olds and, although Loftus admitted it may have more affinity with a female audience, it was aimed at both sexes.

Loftus said: 'It is positioned as an alternative to wine, but it will also be an alternative to all the other premium-packaged products that are found in the fridge.'

Sabai, a Thai word meaning to relax, is in a 27.5cl bottle and Red Bull UK is handling sales, distribution and marketing.

The company is working closely with Siam Winery's European office, which is based in London.