Today sees the launch of Co-Driver, Fuelled by Red Bull – a collaborative category approach to the future of soft drinks, following an exclusive launch event at Red Bull Racing’s MK7 in Milton Keynes, attended by 80 VIP retailer guests.
The Soft Drinks category is predicted to almost double in value by 2030, and the traditional soft drinks landscape is evolving – Colas and Flavoured Carbonates, are seeing continued decline, whereas Sports and Energy is thriving, now accounting for 40% of all soft drinks sold, up £174m vs 2 years ago[1]. With 52% of lost sales due to lack of visibility and availability it’s vital that retailers make space for the top performers to help maximise growth.
With significant changes also happening across the convenience channel in terms of shopper behaviour and new legislation, retailers are increasingly looking for support from suppliers and partners to make the right decisions that will grow their business.
Co-Driver is the new growth partner, Fuelled by Red Bull which aims to understand the 2030 shopper and turn insight into sales. By identifying the challenges that retailers face every day, Co-Driver will be by their side, helping them to sell smarter and faster, by providing:
- Growth Hacks: tried and tested for fast, incremental sales
- Top Trends and Insight: to stay ahead of shopper shifts and category performance
- Exclusive Support: a dedicated WhatsApp for real-time updates and expert advice
Retailers can access Co-Driver at multiple touchpoints, with insight and advice shared across the trade press, through media and trade body partnerships, as well as promotional material handed out at trade and customer events. Additionally, Co-Driver will engage directly with retailers, asking them to share positive experiences they have had by implementing changes to drive their soft drinks growth.
To be part of the community, retailers can also sign up to WhatsApp, via the QR code found in trade press or sign up here. This will give them access to exclusive content and support to help them navigate the challenges of modern-day convenience, aiming to keep them in pole position.
A Red Bull Spokesperson, comments: “We understand the challenges retailers face every day, from changes in legislation, to theft, staffing and rising costs, that’s before they even start to think about what they put on their shelves.
“Co-Driver aims to ease the decision process for busy retailers, by keeping them up to date with the latest soft drink trends and providing them with quick actionable hacks which they can implement quickly and are guaranteed to help sell more of what their customers want.
“We’ll be sharing our insight and advice through trade media partnerships, as well as face to face at events and through our dedicated WhatsApp channel – and this is just the start. As part of our continued commitment to the impulse channel, we will be partnering with influential retailers and engaging them as ambassadors to help share their experience and inspire others to make relevant changes that can help their business thrive.
“Our vision for the future of soft drinks identifies that functional energy is what continues to drive growth, so backing top performers in the category, ensuring they are readily available and easy to find for shoppers is the first step to driving your business forward with soft drinks.”
To sign up for regular updates scan the QR code found on promotional material and trade press ads, or sign up here.
[1] Nielsen Discover Total Soft Drinks (Indies & Symbols) – 52 WE 27th December 2025
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