New Red Bull Flavours (Flavors)

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Red Bull, the brand that made energy drinks hip, is about to offer something it’s never before tried: flavors.

Today, the company will announce plans for cranberry-, lime- and blueberry-flavored Red Bull, to be sold in red, silver and blue cans, and launched in March. The line will be called Red Bull Editions.

The move comes at a time of growing competition in the energy drink category, which researcher Mintel projects will grow 86% to nearly $12 billion within five years. Energy drink sales have rocketed as the target has expanded well beyond students cramming for tests or mixing with alcohol at parties to a much wider market including office workers and truck drivers.

Red Bull’s action might appear to be a signal that it’s playing catch-up with rivals Monster, Rock Star and even Starbucks Refreshers, that have lots of flavor options.

But Red Bull says it’s simply responding to consumer demand.

“Taste is a barrier for the category, and taste is a barrier for Red Bull,” says Amy Taylor, vice president of marketing. “After 12 years in the U.S., we can now introduce flavors without confusion. It’s about expanding the consumer base.”

In test marketing, the new flavors resulted in 60% incremental sales growth, Taylor says. Although she declined to be specific, Taylor hinted that this may be just the beginning of flavor expansion at Red Bull. “We have the intention to grow this category and this brand.”

Even then, Red Bull is late to the flavor party, brand consultant Robert Passikoff says. “This is the kind of thing they should have gotten out in front of,” he says. “In this category, what delights people today becomes expected tomorrow.”

Experimentation has not always gone perfectly at Red Bull. Last year, it dropped an unsuccessful cola line after several years on the market.

Monster Energy Drink, which declined to comment, got out in front of flavor options years ago. Monster’s domestic market share in volume, at 34.8%, is bigger than Red Bull’s, which is at 29.5%, trade publication Beverage Digest says.

But in 2012 dollar volume, Red Bull leads with a 42 share vs. 35 for Monster, Nielsen says.

“Red Bull’s done awfully well and it’s hard to second-guess their success,” Beverage Digest editor John Sicher says, “but consumers do like choice.”

There’s no end in sight for growth in the category. Last year, the category saw 16% volume growth, Sicher says. For the year, Red Bull’s sales are up 17% compared with 2011, Taylor says.

“We are open to innovation,” she says.

I really like mixing red bull and coke (coca cola or pepsi, not cocaine) but it fucks with my kidney fiercely… incidentally, red bull cola is shit.

looking forward to trying these and then not liking them.

does anyone even drink anything other than red bull? monster and NOS and everything else is shit… especially in gay flavours

[Carnut]

[livin4hockey]

I have always been an Amp fan.

[Blue_Eyed_Devil]

You spelled flavors wrong but I do like the red, blue, and silver colours.

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@Blue Eyed Devil

You spelled flavors wrong

that’s your opinioun

[Onyx_Z32]

I’ll try 'em.

@Blue Eyed Devil

You spelled flavors wrong

Not wrong, just outdated.

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i can’t believe i have to wait until March before they’re out…

[Onyx_Z32]

I miss Sobe Adrenaline Rush. Best tasting next to Red Bull:

[08GT500]

I’m a Monster man myself. It’s right up there with oxygen for this guy.

[focusinprogress]

I totally forgot about sobe adrenaline rush…that shit was AWESOME. but yeah, now I’m a huge monster fan. Fav’s are the sugarfree and the khaos (orange). Dammit, now I want one.

[boardjnky4]

I’m a Monster man as well. The Blue low-carb ones as well as the Rehab (which are basically an Arnold Palmer) are my go-to. The newest ones are delicious.

[Geehee]

i cant drink any of this BS.

[system]

@Geehee

i cant drink any of this BS.

.

[karkas9]

that gives me wings.

[08GT500]

@boardjnky4

I’m a Monster man as well. The Blue low-carb ones as well as the Rehab (which are basically an Arnold Palmer) are my go-to. The newest ones are delicious.

I buy the low carb by the case at BJs.

[ultradriver10000]

@karkas9

that gives me wings.

red wings?

[frankduxx]

monsters shit taste like medicine sugar free redbull is by far the best

[08GT500]

@frankduxx

monsters shit taste like medicine sugar free redbull is by far the best

Eloquently said sir.

[newman]

@Geehee

i cant drink any of this BS.

Seriously.

[Motocrossx23]

Any energy drink in my opinion tastes like Oliver St in NT.

I’ll leave that one up to everyone’s imagination.