Launching nationally in store on August 1, from Red Bull offers consumers the same functional benefits as Red Bull Energy Drink with a new light and summery twist on the classic taste.
New flavour variants play a key role in continuing to drive growth in the Energy Drink sector.
Flavoured Energy Drink shoppers are more impulsive than the category average with 1 in 2 Energy Drink purchases being unplanned, providing an exciting opportunity to drive trial and deliver to shoppers demand for innovation in the category.
Previous Summer Edition launches from Red Bull have been effective in bringing new consumers into the Energy Drink category and providing incremental value sales.
The launch of The Summer Edition Ruby Grapefruit Flavour from Red Bull will be supported by strong direct and indirect sampling initiatives to drive trial along with an ATL digital awareness campaign and vibrant in store POS.
The Summer Edition from Red Bull will be available in individual 250ml and in a take home 250ml 4 Pack and will be priced in line with the 250ml (RRP:$3.59*) and 250ml 4 Pack (RRP $11.19*) Red Bull Energy Drink range.