Energy drink Red Bull rewards the perfect serve in the on-trade

By Matthew Moggridge

- Last updated on GMT

Related tags Red bull

Red Bull: rewarding the perfect serve
Red Bull: rewarding the perfect serve
Leading on-trade energy drink brand Red Bull is rewarding bar staff for a perfect serve.

Spot cash prizes of £1,000 plus iPads and iTunes vouchers are up for grabs in a three-phase mystery shopper initiative starting on 23 April in 500 selected on-trade outlets including Yates’s, Revolution, G1 and independent operators.

According to Red Bull Company, the perfect serve – a full cold can of Red Bull, open, not poured – is fundamental to the ongoing success of the brand, which is currently worth £308 million.

An independent consumer study commissioned by Red Bull found that 92% of customers expected a full can, which acts as a visual trigger to purchase for other consumers.

“We know that consumers want, and expect a full, cold can of Red Bull but they’re not always getting it, even if sometimes they’re paying for it,” says Alex Minett, on-premise channel manager for Red Bull.

Minett said the activity will showcase the benefits of a full can serve while driving sales for pubs & bars.  

Related topics Soft & Hot Drinks

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