AUSTRIA – Red Bull is set to expand its seasonal lineup with the launch of its second Winter Edition energy drink, Iced Vanilla Berry.
The new flavor, designed to offer a refreshing twist during the cooler months, will hit shelves starting mid-September, with full availability by October 1.
The Iced Vanilla Berry variant is packaged in a striking blue can and features a blend of blueberry, vanilla, cotton candy and eucalyptus, aiming to provide a refreshing taste experience.
The product follows last year’s successful release of the Winter Edition Spiced Pear, which contributed significantly to Red Bull’s growth in the flavored energy drink segment, driving 35 percent of sales in its first 12 weeks in independent retail outlets.
The flavoured energy drink segment has become particularly popular, with convenience stores reporting a 27 percent rise in unit sales over the past two years.
Additionally, 71 percent of new energy drink consumers are opting for flavored variants.
According to Grand View Research, the global energy drinks market size was US$73.81 billion in 2023, and is forecasted to grow at a CAGR of 7.9 percent from 2024 to 2030.
Iced Vanilla Berry will be available in various formats, including 250ml cans priced at £1.60, 250ml price-marked packs at US$1.72, 355ml sugar-free cans at US$2.17, and a 4-pack of 250ml sugar-free cans for US$5.56.
In 2023, Red Bull energy drink was ranked as the leading energy drink brand in the United States with about US$7.34 billion in sales.
The Austrian company sold more than 12 billion cans of the caffeinated beverage in 2023, a 4.8 percent increase from the previous year.
Net revenue, which strips out sales discounts and other incentives, rose 9 percent to €10.5 billion (US$11.68B), down from 24 percent increases in the previous two years.
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