A nutty new option for the energy drinks sector
ENERGY drinks brand Red Bull is set to revitalise the category with the launch of its new Winter Edition Pistachio & Berries flavour.
Available to all channels from 28 September, the new variant combines a nutty flavour profile with a fresh berry finish to deliver a real point of difference to the energy drinks category while tapping into the ongoing trend for pistachio flavours.
Red Bull has said that the new flavour expression has received strong consumer appeal among consumer groups, particularly the brand’s core audience of young adults.
VYPR sample research found that over two thirds of 22-44 year olds would consider a pistachio-flavoured energy drink.
The new Winter Edition will be available in both full sugar and sugarfree variants across the a range of formats including price-marked and plain pack options. The full list is as follows:
• Red Bull Winter Edition Pistachio & Berries 250ml – £1.80.
• Red Bull Winter Edition Pistachio & Berries 250ml PMP – £1.75.
• Red Bull Winter Edition Pistachio & Berries Sugarfree 355ml – £2.20.
• Red Bull Winter Edition Pistachio & Berries 473ml PMP – £2.80.
• Red Bull Winter Edition Pistachio & Berries 473ml Sugarfree – £2.75.
• Red Bull Winter Edition Pistachio & Berries Sugarfree 250ml 4-pack – £5.75.
Furthermore, the launch will be supported through a national campaign ‘In for the WINter’, designed to give consumers the energy they need throughout the winter and when competing with their friends.
The campaign will focus on above-the-line marketing activity and target games nights in with friends and out of home opportunities to help resonate with its core consumer audience. Furthermore, there will be an interactive site that shoppers can visit as well as in-venue rewards to redeem.
The new Winter Edition marks the latest in the series following on from the Cherry Sakura flavour which rolled out for spring as well as the Summer Edition Citrus Zest.
A spokesperson for Red Bull said: “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.”
