Red Bull pushes Sugarfree

Related tags Red bull Soft drink

Red Bull has unveiled its plans for Sugarfree in 2008 with heavyweight support in the on-trade to raise consumer awareness, educate about product...

Red Bull has unveiled its plans for Sugarfree in 2008 with heavyweight support in the on-trade to raise consumer awareness, educate about product benefits and encourage trial.

Launched in 2003 and containing just eight calories a can, Sugarfree accounts for almost one in five cans of Red Bull sold, and the brand owners believe this is a great opportunity for pubs and bars to capitalise on.

Caroline Jacomb, Red Bull trade marketing manager, said: "Health and wellbeing will be the most important consumer issue over the next five years.

"More than one in four adults in the UK are trying to lose weight 'most of the time' and diet variants are taking an ever-increasing share over their regular counterparts, both as a drink on its own and as a mixer.

"Consumers who actively seek out Red Bull Sugarfree will switch to a less profitable diet soft drink if they can't see what they're looking for, or if Red Bull is out of stock, so ensuring it is both available and visible is key to your profits."

According to Red Bull UK, since the launch of Sugarfree, 25 per cent of new buyers of the Red Bull brand have been Sugarfree buyers, and the variant now accounts for around 15 per cent of Red Bull UK total sales.

Red Bull will continue its advertising investment with a £24m brand support campaign in 2008, something the company believes will cement its status as the number one sports and energy advertiser.

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