With the launch of the energy drink Red bull some 12 years ago in the United States, the Austrian-based company has raked in a mint as the energy drink of choice for pretty much anyone with some impressive stunts and ad campaigns. Well, now you’re going to have more options of Red Bull to choose from, just in case you don’t like its distinctive citrus taste. Red Bull has announced Red Bull Editions, flavored Red Bull in distinctive metal cans. Red Bull Editions comes in red, silver, and blue cans for cranberry (red), lime (silver), and blue (blueberry) options. Talk about giving your creativity wings!
“Taste is a barrier for the category, and taste is a barrier for Red Bull. After 12 years in the U.S., we can now introduce flavors without confusion. It’s about expanding the consumer base,” said Ann Taylor, vice president of marketing.
Red Bull finds itself in a battle with competitor Monster for the energy drink crown. While Red Bull brings in more US money, Monster actually has a slight edge in market share, with 34.8 percent to Red Bull’s 29.5 percent. Other options for Red Bull include Red Bull Total Zero (a no-calorie, no-sugar and no-carb option) and a Red Bull cola. By comparison, Monster has six different varieties.
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