Flavoured Red Bull to be launched for the first time

By Robyn Black

- Last updated on GMT

Related tags Red bull Drink Marketing Flavor

Red Bull is rolling out cranberry, lime and blueberry versions of its energy drink, the first flavour extensions it has ever launched in the UK.

The three new drinks, Red Bull Special Editions, will become permanent additions to the range in January following an initial sales period in some Stonegate Pub venues, where they are already available.

They are marketed as Red Bull Red Edition (cranberry), Silver Edition (lime) and Blue Edition (blueberry).

The company is hoping the new flavours will tempt new drinkers into the brand, as the number one barrier to trying energy drinks is the taste, said strategy and planning manager Gavin Lissimore.

“The launch of Red Bull Special Editions is a really exciting piece of activity for us and one that we expect to add value to the category and drive profits for pubs and bars.

“We know that some consumers don't buy into the category, because they don't like the taste of energy drinks, so by offering them a range of new flavours, the strength of the Red Bull brand will deliver against these concerns and ultimately drive penetration into the category.”

The new flavours have already proved successful in Germany, where 22 million cans were sold in six months.

A marketing campaign to build on the launch will go live in March, the company confirmed.

Related topics Soft & Hot Drinks

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