AUSTRIA – Austrian energy drink giant Red Bull is set to launch its 2024 summer edition, Curuba Elderflower, expanding its footprint in the sports and energy drink category.  

The limited-edition flavor, featuring a blend of exotic curuba complemented by floral notes of elderflower, is scheduled to hit the shelves in March.  

The product will be available in various formats, including 250ml, 250ml PMP, 355ml Sugarfree, and a 250ml Sugarfree four-pack. 

Following the success of last year’s Summer Edition, Juneberry, which has now been integrated into the brand’s permanent lineup as The Blue Edition, Red Bull aims to continue its growth with the introduction of innovative flavors.  

The ‘Editions’ range has played a crucial role in attracting new consumers, with 50% of shoppers opting for these new variants. 

Consumer testing has shown promising results for Curuba Elderflower, with over two-thirds of energy drink buyers expressing interest in purchasing the new flavor.  

Market research platform Appinio indicates that consumer preferences for unique and unconventional flavors significantly contribute to the growth of the energy drink category. 

In response to the rising demand for multipacks, Red Bull is introducing an 8x250ml mixed Red Bull Sugarfree multipack.  

The pack includes two cans of the classic Sugarfree variant and three of the brand’s bestselling Sugarfree Editions: Apricot, Blue, and Coconut, aiming to encourage flavor trials among consumers. 

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