Energy drink brand has a chilling new launch
ENERGY drinks brand Red Bull is set to match consumer demand with an icy new release for its second Winter Edition variant – Iced Vanilla Berry.
Packaged in a cool blue can, the new Red Bull Winter Edition Iced Vanilla Berry combines the flavours of blueberry, vanilla, cotton candy and the icy-fresh notes of eucalyptus to capture the demand for more sweet fruit flavoured energy drinks in the category.
The new launch comes in a 250ml can format at £1.60 as well as a £1.55 price-marked-can format. There is also a 355ml Sugarfree variant for £1.95 and a four pack of the sugarfree variant at £5 per pack.
Consumer testing for the new launch showed a high purchase intent for the flavour combination, says Red Bull, with 72% of consumers saying they would be likely to buy an Iced Vanilla Berry flavoured energy drink.
Red Bull Winter Edition Iced Vanilla Berry is set to roll out to depots from mid-September, with full cross-channel store activations from 1 October to help drive up awareness of the new launch with consumers.
This marks the second Winter Edition drink from Red Bull after the brand launched its Winter Edition Spiced Pear variant in 2023 in a vibrant red can.
A spokesperson for Red Bull said: “With 82% of Red Bull Edition shoppers wanting to try new flavours within Energy often, this novel flavour aims to replicate the success of Red Bull’s first ever Winter Edition launched to the UK last year.
“Red Bull Winter Edition Spiced Pear, delivered strong sales, driving 35% of all Red Bull Edition’s growth within the first 12 weeks into independent and symbols.
“Flavoured Energy Drinks continue to be an important sector for convenience stores, helping to drive category growth.
“They now sell 27% more units per store than 2 years ago and with 71% of new Energy shoppers buying into Flavours, many sales are incremental to the category.
