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