-KH News Desk (cbedit@imaws.org)
As summer has already arrived in most parts of India, it’s season for the cold beverages to start their strategic sell.
The famous brand Red Bull announced the launch of new Summer Edition. This time it’s Juneberry flavour. The new Red Bull Summer Edition, Juneberry, is described as a flavour reminiscent of dark cherries or raisins, and slightly mild blueberries.
Last year it had launched almost 5 new flavours like strawberry apricot which witnessed a large amount of sell.
The flavours has been the X-factor that accelerated the growth of the sports and energy category and nearly 61% of functional energy drink is consumed for the taste.
People, specially teenagers and young adults are the consumers of these drinks and they want variety in their life, may it be flavour or other items. So this strategy of bringing up of new flavours is a clever method to increase sale. “We also know shoppers love to explore new flavours, so we are constantly innovating, to add excitement to the category, which has not only helped us to drive sales but also encourage trial by introducing new shoppers to the sector.” said an official. This has led to Red Bull Editions quadrupling in value within the last two years, growing +81% shoppers incrementally YoY and appealing to more females, with 62% of Editions spend by female buyers.
Red Bull Editions are growing ahead of total Sports & Energy flavours, with the top three skus (Red Edition 250ml, Red Bull Apricot 250ml and Red Bull Tropical 250ml) cumulatively amassing £4.3m in value sales over the summer – that’s 61% of all Red Bull Editions sales. Stock all three to offer shoppers choice during the warmer months and maximise sales.
