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Now consumers can enjoy another fresh twist on the classic taste of the world’s number one energy drink brand1! Red Bull Australia announces the launch of the new Red Bull® The Summer Edition with the taste of kiwifruit and apple in August 2016.

Innovation in flavoured Energy Drinks is important for future category growth. The taste of Energy Drinks are considered one of the main barriers to trial and repeat purchase in Australia2 and one in three shoppers are seeking improvements in flavoured Energy Drinks3. In 2015, Red Bull launched The Summer Edition (Tropical Flavour) which saw over 30% of sales coming from NEW Energy Drink Shoppers4. The Summer Edition increased value sales of The Editions from Red Bull® by +167% during Summer 2015/16 vs. year ago5.

In July 2016, Red Bull soft changed this product in into the permanent line, The Tropical Edition across Australia. The Editions from Red Bull® and launch of the NEW Red Bull® The Summer Edition will continue to address this consumer need of TASTE and shopper need for NEW. Red Bull® The Summer Edition is a new Red Bull® Energy Drink with the same key ingredients but a new taste and is for anyone who needs wings. Red Bull® products are appreciated worldwide by top athletes, students, busy professionals and travellers on long journeys.

Red Bull® The Summer Edition will be available in three pack formats – individual 250ml (RRP $3.59*) and 355mL (RRP $4.49*) cans and a take home 250ml 4 Pack (RRP $11.19*) and will be line priced with the rest of the Red Bull® range. The Summer Edition will be supported with an integrated marketing campaign which will run in the lead up to the 2016/17 Australian summer season.

1. Red Bull 2015 Global Universal Truths Market Share Reporting
2. Red Bull 2015 Research Trial & Awareness Study Wave 4 N=1000
3. Shopper Tracker Energy Drinks Grocery & Convenience Study 2015
4. Quantium Shopper Panel Source of Spend Reports Data to 2015/16
5. IRI Australia The Editions Value Sales Rolling Summer/Winter Data to Summer 2016
* Prices are recommended retail prices only and there is no obligation to comply with the recommendation.

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