Beverage Industry

Red Bull debuts new flavors, marketing initiatives at NACS

October 9, 2012

Limited-edition Red Bull Energy Drink can featuring All-Star basketball guard Rajon RondoAt the National Association of Convenience Stores (NACS) conference in Las Vegas, Red Bull USA, Santa Monica, Calif., announced that it will launch three new flavored energy drinks called Red Bull Editions nationwide in March 2013. The Red Bull Editions line will include The Red Edition, The Silver Edition and The Blue Edition, which feature cranberry, lime and blueberry flavors, respectively. Each flavor provides the same energy and functional benefits as the original but also brings a new flavor to the mix as well as a new can design. The drinks will be sold individually in 8.4-ounce cans and in four-packs priced in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero.

The company also introduced a limited-edition Red Bull Energy Drink can featuring All-Star basketball guard Rajon Rondo, which began hitting shelves Oct. 1 in anticipation of the season tip-off. The can will be available for a limited time at convenience, grocery and drug stores throughout Boston and the Northeast. A 12-ounce can retails for approximately $2.99, which is in line with the rest of Red Bull’s energy drinks.

Additionally, Red Bull launched a next-generation mobile racing game on special multi-packs, timed with the return of the Formula 1 to the United Stations Grand Prix in Austin, Texas, next month. The Red Bull Augmented Racing Reloaded game enables fans to use a Red Bull can to “draw” their own racetrack by moving the can in front of their iPhone or Android camera. Players compete with racers from around the world for the best time on tracks, which then can be shared via Facebook. The Red Bull Augmented Racing Reloaded four-packs of 8.4-ounce cans currently are available throughout the United States at convenience, grocery and drug stores for both the Red Bull Energy Drink and Red Bull Sugarfree product lines. On Nov. 1, Red Bull will launch the Red Bull Augmented Racing Reloaded 12-packs. A four-pack has a suggested retail price of $7.79, and a 12-pack will retail for approximately $20.99.