Offering more choice to shoppers, Red Bull is debuting its very first limited Red Bull Winter Edition in the UK.
Scheduled for a nationwide release on October 1st, the Red Bull Winter Edition Spiced Pear presents a harmonious fusion of pear infused with a hint of cinnamon.
For over 15 years, energy drinks have been spearheading the growth in the soft drinks industry, with Red Bull taking the lead, accounting for 50% of this energy-driven expansion. Surprisingly, only a quarter of the UK population indulges in energy drinks, indicating a substantial untapped potential for further growth. Among those who have yet to embrace this category, taste stands out as a primary hurdle. In fact, 17% of soft drink shoppers who abstain from energy drinks cite flavor as the main reason for their reluctance.
Embracing innovation and introducing fresh flavors has been demonstrated as a promising avenue for attracting new customers to the category. Research indicates that by converting an additional 24% of shoppers, the potential exists to generate an extra 12 million customers and drive incremental sales amounting to £483 million.
Red Bull remains committed to providing a broad spectrum of options with its lineup of Red Bull Editions. The availability of these diverse flavors in numerous retail outlets has led to a remarkable fourfold growth in just two years. In the previous year alone, this range drew in an additional 2 million customers, making it the most rapidly expanding sub-brand among new buyers. Remarkably, one out of every ten Red Bull shoppers exclusively opts for the Editions. This success has largely been driven by the introduction of an annual limited Red Bull Summer Edition, and the portfolio has now expanded to encompass six unique flavors, resulting in an impressive 92% boost in incremental value growth.
The launch of the first ever Red Bull Winter Edition Spiced Pear aims to push this further by removing the taste barrier and tapping into the growing trend of flavoured Energy Drinks – presenting a compelling opportunity to reach more consumers. Research 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, delivering More Buyers, More Often.
The launch of the Red Bull Winter Edition is aimed at replicating the success of its Summer Edition, with consumer testing confirming strong demand. During trials, the new flavor garnered excellent purchase intent, with a remarkable 76% expressing a desire to buy a Festive flavored Energy Drink. Impressively, 49% of these individuals were specifically enticed by the Festive flavor.
Red Bull is the preferred brand during the winter season, and its yearly winter marketing campaign aims to maintain awareness while focusing on crucial winter activities like socializing (accounting for 42% of can consumption) and work (comprising 32% of can consumption). This approach ensures that shoppers have the necessary energy to complete their tasks and fully enjoy the festive season.
The complete lineup comprises 250ml, 250ml PMP, and 355ml Sugarfree options. The introduction of the Red Bull Winter Edition Spiced Pear will be accompanied by a selection of customized point-of-sale materials designed to boost in-store awareness at all critical touchpoints.