Red Bull Air Race support for on-trade

Related tags Red bull

Red Bull has announced a package of on-trade support based around the Red Bull Air Race, the aeronautical attraction which takes place in London on...

Red Bull has announced a package of on-trade support based around the Red Bull Air Race, the aeronautical attraction which takes place in London on August 2 and 3.

A Red Bull-branded iBar will tour 20 on-trade venues nationwide over the next month.

This high-tech bar features a display which reacts with various graphics when cans of Red Bull are placed on it.

More conventional point-of-sale material will be distributed to other pubs, and Red Bull is treating this year as a trial for the iBar, with a view to rolling it out to more venues in 2009.

Red Bull's marketing spend for 2008 has been boosted from £28m to £31m and support for the Red Bull Air Race includes a multi-media advertising campaign across TV, outdoor, radio, press and digital.

Perfect serve training is also being made available to pubs on an on-going basis.

During last year's Air Race, the brand experienced its six biggest weeks of sales ever across the on and off-trade.

In July 2007, 32.5 million cans were sold, 32 per cent more than in July 2006.

The activity comes as Red Bull faces increasing competition in the on-trade energy drinks sector.

US number one energy brand Monster has recently entered the UK market with a heavyweight marketing support and headed by Alan Clark, the man responsible for marketing Red Bull up until March 2007.

Red Bull head of on-trade Jamie Rake said: "We are concentrating on what we feel is right for consumers, rather than looking over out shoulders at potential competitors.

"We grow every year and try to continue that momentum through innovative events like the Red Bull Air Race."

Related topics Soft & Hot Drinks

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