Santa Monica, Calif. Red Bull will be entering the sizzling energy shot market sometime in 2009, according to published reports. The 2-oz. shot will be available in regular and sugar-free versions.
The energy shot category has been estimated at more than $300 million in volume through all sources, according to Drug Store News sources, and continues to grow at a significant clip. "Over the last 24 months, the 2-oz product has been the leader in growth in the nutritional category," Jeffery Joyner, president of the brokerage firm J. Joyner Group, told Drug Store News earlier last year. "Category managers are choosing to merchandise [the 2-oz. energy shots] at the checkout, in nutritionals and in the beverage department," he said.