Offering more choice to shoppers, Red Bull is unveiling its first ever limited Red Bull Winter Edition to the UK.
Rolling out nationwide on 1st 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% of energy growth, yet only 1/4 of the UK consumes 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% 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% 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[5]. Last year alone, the range attracted 2m 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% incremental value growth.
The launch of the first ever Red Bull Winter Edition Spiced Pear 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% of people who do not currently buy energy drinks willing to try a new flavour and 41% of current Energy Drink users open to trying a new flavour, delivering More Buyers, More Often.
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% said they would purchase a Festive flavoured Energy Drink and 49% of these was particularly due to the Festive flavour.
Red Bull is the chosen brand in the winter months and its 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), providing shoppers with the energy they need to get their work done so that they can enjoy the festive fun.
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.
