Talking Retail Grocery and product news for independent retailers
The launch of the first ever Red Bull Winter Edition Spiced Pear aims to tap into research that shows that new flavours not only recruit new buyers, but also increases consumption by existing Energy Drink consumers, with 24% of people who do not currently buy energy drinks willing to try a new flavour and 41% of current Energy Drink users open to trying a new flavour.
A spokesperson for the company said: “With the new Red Bull Winter Edition, the brand is hoping to repeat the success of its Summer Edition, and consumer testing indicates the demand is there. The new flavour performed well in trials, delivering strong purchase intent. A huge 76% said they would purchase a Festive flavoured Energy Drink and 49% of these was particularly due to the Festive flavour”.
Red Bull is the chosen brand in the winter months and its annual winter marketing campaign will help continue to drive awareness, whilst targeting key winter occasions, such as socialising (42% of cans consumed) and working (32% of cans consumed), providing shoppers with the energy they need to get their work done so that they can enjoy the festive fun.
The full range includes 250ml, 250ml PMP and 355ml Sugarfree. The launch of Red Bull Winter Edition Spiced Pear will be supported with a range of tailored POS to raise awareness instore across all key touchpoints.
