Since 1987, Red Bull has matched consumers with their unique “wiiing”ed energy drinks. Just in time for Galentine’s and Valentine’s Day celebrations, they’ve released two new flavors to love: the Red Bull Peach Edition and the Red Bull Pear Sugarfree Edition. Both let consumers “pear” up with a fruit-flavored Red Bull that matches their palates. Red Bull Peach Edition features the taste of peach and nectarine in a Valentine-worthy red and silver can while Red Bull Pear Edition Sugarfree brings the heart of Crisp Pear flavor in a sugar-free formula.
With the release of the two fruit-themed and a new sugar-free option, Red Bull looks to expand branding as tie-ins to larger trends focusing on healthier, fruitier and mock-tail-inspired beverage options. While the Red Bull editions drinks stand on their own, Red Bull has developed mocktail recipes like “You’re a Peach” and “What’s Your Pear” to further the versatility of the new editions.
In a market when soda sales have declined for the past decade, Red Bull’s new limited-edition flavors and updated packaging paid off in 2018 with 6.790 billion cans of Red Bull sold worldwide and 2 million in the United States alone. This 7.7% increase in sales followed an equally successful 2017 sales year. With Red Bull now available in 171 countries, over 75 billion cans of Red Bull have been consumed since the product’s inception. While American consumers may see Red Bull as a stateside venture, Red Bull is also expanding growth into European and Far East markets.
Taste and quality continue to be a paramount company focus with the Red Bull Editions and Red Bull Organics line targeting beverage and overall food trends. In 2018, Red Bull had success with their Red Bull Editions summer offerings and started 2019 off with the two new flavors. Red Bull made sure to keep packaging form and fruit flavors consistent across the new beverage offerings with red and green can designs for the new 2019 Pear and Peach releases. Caffeine content also remains consistent across the Red Bull product lineup with 80 mg of caffeine in an 8.4 fl. oz. can and 114 mg in a 12 fl. oz. can. While Red Bull comes in a can, consumer can compare that caffeine level to a cup of coffee in the same capacity.
Not content to just have consumers like the Red Bull flavors and packaging, the company made their overall packaging something for customers to fall in love with. Red Bull Blue, Green, Yellow and Coconut Editions expanded to offer smaller 8.4-fluid-ounce single serve cans. While the standard 12-fluid-ounce single serve cans are still available, the smaller cans let consumers choose a new smaller size option in convenience stores. In 2019, the focus for Red Bull is introducing entirely new sector of consumers to the now-familiar energy drink. Always a favorite with athletes, professionals, students and vacationers, the Red Bull’s 2019 launch of the Crisp Pear and Peach flavors plus new smaller cans aims to attract more female consumers, first-time energy drink buyers and a broader health-conscious audience.
Red Bull wasn’t content to just stop with the introduction of new flavors and can design. The company that introduced energy drinks needs energy to power their plants and global product distribution. By continuing to search for new and innovative ways to optimize production and it’s supply chain, Red Bull works to address the consumer awareness of brand impact on the environment.
Since 2013, Red Bull Editions have added new taste choices to the energy drink line-up that also includes Lime Sugarfree, Purple Sugarfree, The Red Bull Red, Blue Yellow, Orange, Green and Coconut. From cranberry to tangerine, each Red Bull Editions option features a fruit flavor designed to appeal to all palates.
Red Bull products are known for giving customers “wiiings”; the introduction of Red Bull Editions Peach and Pear Sugarfree look beyond to energy drink love to give customers hearts as well. As in previous years, Red Bull will also be launching a new Summer Edition in the coming months. From peach to pear, Red Bull gives consumers something new to love in their 2019 energy drinks.
