Red Bull Editions hit retail shelves

SANTA MONICA, Calif. — Red Bull Energy on Monday introduced nationwide three new flavors: cranberry, lime and blueberry. In new red, silver and blue cans, the Editions from Red Bull provide the same energy and effect of the original, but with a taste for every palate.

After months of hyping the release, Red Bull, for the first time in the company's 15-year history, has introduced a new flavor of their energy drink. The Editions were created by consumer demand, and were showcased at the National Association of Convenience Stores conference in October 2012 in Las Vegas.

During a six-week retail test in November and December 2012, all three flavors of the Red Bull Editions rose to be top-selling beverages during that period, ranking even in the top 25 of energy drinks, according to Retailer Internal Scan Data for the 8 weeks ended December 2012. Taste as a key driver was mentioned by 70% of repeat purchasers, according to a 2012 attitude measurement custom survey.

According to Mintel data, energy drinks are the fastest-growing segment within the beverage category — projected to grow 86% over the next five years to an $11.9 billion category in the United States.

Red Bull Editions are sold as single 8.4-oz. cans and 8.4-oz. 4-packs, priced in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero. Beginning today, they are available in convenience, grocery, drug and club store channels nationwide.

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