Red Bull has unveiled its first ever limited Red Bull Winter Edition to the UK.
Rolling out nationwide on 1 October, Red Bull Winter Edition Spiced Pear offers the perfect blend of pear, accented with a dash of cinnamon.
Energy drinks have been leading soft drinks growth for over 15 years, led by Red Bull at 50 per cent of energy growth, yet only one fourth of the UK consumes buy energy drinks, indicating a significant opportunity to grow further. For those that do not currently buy into the category, taste is a main barrier, with 17 per cent of soft drink shoppers that do not buy energy drinks not doing so due to the flavour/taste.
Innovation and new flavours are a proven opportunity to drive new shoppers into the category, with research showing that converting a further 24 per cent of shoppers could deliver an additional 12m and incremental sales of £483m.
Red Bull continues to deliver ‘Wiiings for Every Taste’ with its selection of Red Bull Editions. With more flavours in more stores, reaching mores shoppers, Red Bull Editions have quadrupled in two years. Last year alone, the range attracted two million more buyers and is the fastest growing sub-brand for new buyers, with 1 in 10 Red Bull shoppers only buying Editions.
To date this has been led by the introduction of an annual limited Red Bull Summer Edition, with the portfolio now boasting six flavours, delivering 92 per cent incremental value growth.
With the launch of the first ever Red Bull Winter Edition Spiced Pear, the brand aims to push this further by removing the taste barrier and tapping into the growing trend of flavoured energy drinks – presenting a compelling opportunity to reach more consumers.
Research shows that new flavours not only recruit new buyers, but also increases consumption by existing energy drink consumers, with 24 per cent of people who do not currently buy energy drinks willing to try a new flavour and 41 per cent of current energy drink users open to trying a new flavour.
With the new Red Bull Winter Edition, the brand is hoping to repeat the success of its Summer Edition, and consumer testing indicates the demand is there. The new flavour performed well in trials, delivering strong purchase intent. A huge 76 per cent said they would purchase a festive flavoured energy drink and 49 per cent of these was particularly due to the festive flavour.
Red Bull’s annual winter marketing campaign will help continue to drive awareness, whilst targeting key winter occasions, such as socialising (42% of cans consumed) and working (32% of cans consumed).
The full range includes 250ml, 250ml PMP and 355ml Sugarfree. The launch of Red Bull Winter Edition Spiced Pear will be supported with a range of tailored POS to raise awareness instore across all key touchpoints.