Today, Red Bull® unveils the latest in its Editions series with the launch of the 2020 Red Bull Summer Edition in a delicious watermelon taste.

Delivering a refreshing take on the taste of the classic Red Bull Energy Drink, Red Bull Summer Edition offers wiiings for those looking to make the most of the summer months, with an initial bright profile which then blooms into a refreshing watermelon finish. With the average soft drink buyer purchasing more than five flavour variants across the last 12 months[1], and 41% of Energy Drink users saying they would try an exotic/tropical fruit flavour[2], Red Bull Summer Edition is a must-stock for retailers.

Red Bull Summer Edition can be served on ice or on its own and is the perfect drink to accompany any social occasion. It will begin hitting shelves just in time for the peak summer season, and will be available for a limited time only beginning 6th July.

Supported by 360 in store marketing investment, the new Red Bull Summer Edition is available in 250 ml red cans for purchase from early July at various locations across the UK and aims to contribute to overall category growth.

The new Red Bull Edition is an exciting addition to Red Bull’s product range and is set to drive overall category growth and revive the growth of flavours in the Sports & Energy Category. Insight shows that flavours are incremental in encouraging new users, with 10% of new shoppers purchasing an Edition[3]. As being a top performing Red Bull flavour globally, Red Bull Summer Edition is set to land well with new shoppers whilst exciting existing shoppers, with its initial bright profile and stand out red can drawing shelf attention.

[1] Kantar British beverage brand footprint 2020

[2] Lightspeed/Mintel, May 2019, Base 2000 Internet users aged 16+ (Energy Drinks Users 661, Non-Users 1161)

[3] Kantar Worldpanel, Combined Panel, Incremental Penetration, 52 w/e 23.02.20 | Nielsen New User Study, 1000 consumers, 2020

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