Red Bull has announced the launch of its latest Red Bull Summer Edition, with the taste of Juneberry.
Flavours have been a key driver to accelerated growth of the Sports & Energy category, with 61 per cent of functional energy being consumed today for flavour, up from 40 per cent in 2020. Research also shows that shoppers are looking for new, exciting flavours, with 31 per cent saying an exciting flavour would persuade them to buy new drinks and 18 per cent have bought drinks with new or different flavours.
The new Red Bull Summer Edition, Juneberry, is a flavour reminiscent of dark cherries or raisins, and slightly mild blueberries and aims to create excitement and drive trial. The brand said the new drink performed particularly well in multiple consumer taste tests, offering a strong flavour profile and the highest purchase intent of any previous Summer Edition at 75 per cent.
“Red Bull is the signpost to the category, therefore instrumental to the overall strong performance of Flavoured Sports & Energy Drinks, outperforming total flavoured Sports & Energy by four times,” a Red Bull Spokesperson commented.
“We also know shoppers love to explore new flavours, so we are constantly innovating, to add excitement to the category, which has not only helped us to drive sales but also encourage trial by introducing new shoppers to the sector. This has led to Red Bull Editions quadrupling in value within the last two years, growing 81 per cent shoppers incrementally YoY and appealing to more females, with 62 per cent of Editions spend by female buyers.
“Flavours are an essential must-stock during the summer, with many shoppers incremental to the category. Our research highlights that 24% of people who don’t currently buy Energy Drinks say they would try a flavour, with converted Energy shoppers also keen to experiment – 41 per cent of them saying they would try a flavour. With such strong purchase intent, we are positive that the new Red Bull Summer Edition Juneberry will help drive further trial, introducing even more shoppers to the category to help boost summer sales.”
Available in 250ml, 250ml PMP, 255ml Sugarfree and 250ml Sugarfree 4-pack, the launch of Red Bull Summer Edition Juneberry will be supported with a range of tailored POS to raise awareness instore across all key touchpoints.
The launch follows the success of the Red Bull Apricot Edition range, which launched early last year and is now permanent in the portfolio. Red Bull Apricot Edition is Red Bull’s most successful NPD attributing to 30 per cent of Editions sales, contributing to 54 per cent of Editions growth and has sold 4.8m packs to a value of £6.8m since launch.
Red Bull Editions are growing ahead of total Sports & Energy flavours, with the top three skus (Red Edition 250ml, Red Bull Apricot 250ml and Red Bull Tropical 250ml) cumulatively amassing £4.3m in value sales over the summer – that’s 61 per cent of all Red Bull Editions sales. The brand urged retailers to stock all three to offer shoppers choice during the warmer months and maximise sales.
