Red Bull Summer Edition will permanently become Red Bull Red Edition on 19th October.

Today, Red Bull® announces its Summer Edition, launched this July, will be made a permanent SKU, extending the existing Editions range and will be renamed the ‘Red Edition’.

Delivering a refreshing take on the taste of the classic Red Bull Energy Drink, Red Bull Red Edition offers wiiings for those looking for more exotic flavours, with an initial bright profile which then blooms into a refreshing watermelon finish.

Originally positioned as a ‘limited time only’ product, Red Bull Summer Edition’s rate of sale is in line with the top launches in Sports & Energy, as shoppers bought over 150,000 cans within just one month of launching[1]. Responding to shopper demand, Red Bull has now made the Red Edition a permanent SKU in the Editions portfolio.

With Red Bull Editions up 26.8% in value YTD[2], shoppers are buying more Editions as a take home purchase than ever before, despite lockdown measures earlier this year. As well as this, 41% of energy drinks users are interested in exotic and tropical flavoured energy drinks[3], making Red Bull Red Edition a must-stock for retailers. As a result, the Red Edition will now appear alongside other permanent SKUs in the Editions portfolio, including Coconut Berry and Tropical, and will continue to drive overall category growth and revive the growth of flavours in the Sports & Energy Category.

[1] Nielsen / Unit Sales / 1st launch month / 2020

[2] Kantar Take Home Panel YTD Aug 2020 / Red Bull Editions

[3] Lightspeed/Mintel, May 2019, Base 2000 Internet users aged 16+ (Energy Drinks Users 661, Non Users 1161)

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