Red Bull prepares retailers for the festive season by encouraging them to stock up on multipacks this Christmas.

Ahead of what is set to be a busy season for retail sales, Red Bull encourages retailers to stock up on multipack formats in time for the Christmas period, with new insight revealing that Red Bull multipacks trade +59% during the festivities with more in-home consumption occasions driving increased demand[1].

Soft Drinks sell +19% more at Christmas vs the rest of the year, and Sports & Energy was the 2nd fastest growing category in soft drinks during the same period last year, with Red Bull delivering 30% of that growth[2]. Red Bull offers a wide range of tastes and flavours, including Red Bull Zero. Red Bull Zero was relaunched earlier in 2020 with a reformulated taste profile, responding to shopper demand for a great tasting energy drink without sugar. Red Bull Zero has sold 1m cans since launching earlier this year and is one of the biggest NPD contributors of growth to the Sports & Energy category, adding almost £1.3 of value as part of Red Bull’s £23m YTD growth vs 2019[3]. Red Bull Zero is now available in a 250ml 4-pack to meet this profitable retail opportunity.

Christmas this year might look a little different for many of us, with larger gatherings curtailed and increasing restrictions in the ways in which we socialise with friends and family both in and out of home. However shoppers are still reaching for Red Bull to satisfy that in-home consumption occasion, with Red Bull delivering 1/3 of multipack sales during this period[4].

Interestingly, insights reveal that 12% of shoppers do not purchase multipacks because they aren’t available on shelves[5], therefore it’s vitally important for retailers to offer a variety of choice in formats available, to ensure they don’t miss out from this profitable purchasing opportunity.

[1] Nielsen Scantrack Data to 5WE 28.12.19, Total Coverage

[2] Nielsen Scantrack Data to 5WE 28.12.19, Total Coverage

[3] Nielsen Value / Units YTD 2020 vs YA

[4] Nielsen Scantrack Data to 5WE 28.12.19, Total Coverage

[5] 2018 LRW UK EBSS STUDY

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