Red Bull has announced the launch of its latest Summer Edition, Curuba Elderflower.
Available nationwide from 11 March, the new Red Bull Summer Edition aims to tap into an increasing demand for flavoured energy, with 41% more flavoured energy drinks sold per store in the last two years alone.
Boasting a flavour profile described as “exotic, refreshing and floral” with hints of melon, pineapple and elderflower, the new Red Bull Summer Edition performed well in consumer testing with more than two-thirds of energy drink buyers saying they would likely purchase a curuba and elderflower-flavoured energy drink.
Offered in 250ml plain packs (RSP £1.60), 250ml £1.55 PMPs, 355ml Sugarfree singles (RSP £1.95) and 250ml Sugarfree four-packs (RSP £5), the launch will be supported with a range of tailored POS to raise awareness in-store.
Last year, Red Bull launched its most successful NPD yet, the Summer Edition with the taste of Juneberry, which has now been renamed the Blue Edition and added to the core range.
