Red Bull to drive trial with new variety multipack

This summer, Red Bull aims to tap into the take-home occasion and drive trial with a brand-new mixed multipack offered in 4 x 250ml (£5.25), and 4 x 250ml PMC (£5.35) exclusive to the impulse channel. 
 
Available from 1^st June, the new multipack includes the original Red Bull Energy Drink along with some of the brand’s best performing Editions: The Red Bull Red Edition, The Red Bull Tropical Edition and The Red Bull Blue Edition. With 88% of Red Bull shoppers preferring to buy across a variety of flavours^[1], this new pack enables them to do just that.

There are now 143m functional energy occasions at home (+86% since 2019)³ and as a result more consumers are trading up into multipacks^[2]. This year Energy drink multipacks saw impressive growth +14% in value sales⁶ with more than half of take-home energy shoppers purchasing a multipack^[3].

As the no.1 brand in the category^[4] Red Bull Multipacks account for 42% of multipack growth^[5], with Red Bull featuring in 3/5 of the top functional multipacks. This is led by the 4 x 250ml Red Bull Energy Drink Multipack, which sells more than double that of the next Energy Drink Multipack, worth £56m^[6].

Additionally, Flavoured Energy Drinks are a key driver to category growth and The Red Bull Editions flavour portfolio is growing fast, +£37m vs 2YA^[7], bringing new shoppers to the brand with every launch^[8].

With the increased demand for Flavours and the growth of Multipacks, this new 4 x 250ml can variety pack hopes to provide an essential trade-up option for convenience shoppers and drive incremental value to the category.

^[1] APPINIO |RED BULL UNFLAVOURED SHOPPERS | 237 PARTICIPANTS | SEPT 2023
^[2] KANTAR TAKE-HOME PANEL | 52 WEEKS TO 24^TH DEC 2023
^[3] KANTAR TAKE-HOME PANEL | 52 WEEKS TO 24^TH DEC 2023
^[4] NIELSEN SCANTRACK, MAT 27^TH JANUARY 2024
^[5] NIELSEN SCANTRACK, TOTAL COVERAGE, VALUE SALES,  MAT 23.03.2024
^[6] NIELSEN SCANTRACK, TOTAL COVERAGE, VALUE SALES,  MAT 23.03.2024
^[7] NIELSEN SCANTRACK, MAT 27^TH JANUARY 2024
^[8] NIELSEN SCANTRACK | TOTAL COVERAGE | EDITIONS |  VALUE £ | 52 WEEKS 27.01.2023