Red Bull makes Summer Edition permanent

Red Bull has announced that it will make its Summer Edition a permanent SKU, renaming it the ‘Red Edition’.

Launched this July as a limited edition, over 150,000 cans of the drink were sold within a month. It will join the Editions portfolio of the brand, which is up 26.8 per cent in value YTD [Kantar].

With two in five energy drinks consumers interested in exotic and tropical flavoured energy drinks [Lightspeed/Mintel], the brand said Red Edition is a must-stock for retailers.

The drink offers a refreshing take on the taste of the classic Red Bull Energy Drink, with an initial bright profile which then blooms into a refreshing watermelon finish.

The Editions portfolio also includes Coconut Berry and Tropical variants. Red Bull Red Edition 250ml PMC – £1.35 per can – is available from 19 October.