Red Bull is set to bring a fresh burst of seasonal excitement to the chiller with the launch of its new Red Bull Winter Edition Pistachio & Berries, available to all channels from 28th September.
Combining an adventurous, nutty flavour profile with a fresh berry finish, the latest addition to the Red Bull Editions line-up taps into the growing popularity of pistachio while delivering the discovery, novelty and seasonal relevance that help retailers create excitement at the energy fixture.
The new flavour proposition has received strong consumer appeal, particularly among Red Bull’s core target audience. Research shows that over two-thirds of 22-44 year-olds would consider a pistachio-flavoured energy drink.
The launch comes as sports and energy drinks continue to outperform total soft drinks, with functional energy fuelling category growth and adding more value than any other soft drinks segment. Flavoured energy also continues to be a major growth driver, outperforming unflavoured energy over the last three years and gaining share as shoppers seek new tastes, new occasions and more reasons to buy.
Red Bull Editions have been at the heart of this momentum, accelerating year-on-year growth and building a strong shopper base as the portfolio expands. Stores now stock an average of nine Editions, while rate of sale continues to improve with every seasonal launch, reaching new heights with the recent Red Bull Spring Edition Cherry Sakura.
With penetration and awareness continuing to grow, 60% of energy drinkers are now aware of Red Bull Editions, underlining the strength of the range and the scale of the opportunity for retailers who give seasonal NPD the right space and visibility. Red Bull Editions NPD has also ranked among some of the top-selling launches across FMCG, demonstrating the power of the brand to recruit shoppers, encourage trial and unlock incremental sales as well as the importance of stocking the new Red Bull Winter Edition.
Available in both full sugar and sugarfree variants across a range of plain and price-marked packs, new Red Bull Winter Edition Pistachio & Berries gives retailers multiple ways to meet shopper demand, with both 250ml and 473ml playing a role in meeting different moments of consumer need.
The launch will be supported by a national campaign, ‘In for the WINter’, designed to give consumers the energy they need to be at their best when competing with friends. Bringing socialising in to beat the chill, the campaign will give Wiiings to games nights in and out of home, supported by a full ATL campaign, an interactive site and in-venue rewards.
The full Red Bull Winter Edition Pistachio & Berries line-up and RSPs include:
- ·Red Bull Winter Edition Pistachio & Berries 250ml - £1.80·
- Red Bull Winter Edition Pistachio & Berries 250ml PMC - £1.75
- ·Red Bull Winter Edition Pistachio & Berries Sugarfree 355ml - £2.20·
- Red Bull Winter Edition Pistachio & Berries 473ml PMC - £2.80
- ·Red Bull Winter Edition Pistachio & Berries 473ml Sugarfree - £2.75
- ·Red Bull Winter Edition Pistachio & Berries Sugarfree 250ml 4-pack - £5.75