Red Bull Introduces Energy Shots

Red Bull's entry into the shot category will grow our consumer base by introducing a premium shot from a trusted brand, whilst engaging new consumers, creating new consumption occasions and delivering incremental business for retailers.

08 Oct 2009 --- Red Bull has always been a winner for retailers since it was launched in the UK 13 years ago and the introduction of new formats have all made a massive impact. True to form, Red Bull is doing it again with the launch of a ‘nice little earner' for retailers across the UK in the form of Red Bull Energy Shots.

Containing the same amount of energy as a 250ml can, Red Bull Energy Shots comes in a convenient, 60ml shot and will also be available in Sugarfree.

Being non carbonated, having less liquid and the fact they don't need to be chilled, brings in a host of new usage occasions, giving consumers all the functional benefits of Red Bull in a handy little shot.

Whether it is in the pocket or handbag, at the gym or on a plane, Red Bull Energy Shots will give wings to consumers at more times and in more places than ever before.

Red Bull Head of Off Trade, Matt Hollier comments: "Red Bull's entry into the shot category will grow our consumer base by introducing a premium shot from a trusted brand, whilst engaging new consumers, creating new consumption occasions and delivering incremental business for retailers."

The launch of the Red Bull Energy Shot comes off the back of huge success in the US where the Energy Shot market is booming and is expected to be worth in excess of $500 Million by year end.

Red Bull has also been busy developing impactful display solutions to ensure Energy Shots are merchandised effectively. Retailers are advised to stock Energy Shots at the till point to give themselves the best possible chance of increased profits.

The nature of the product means it should always be stocked in ambient impulse locations and out of the chiller so as not to confuse consumers and add incremental value.

Matt Hollier adds: "The Energy Shot market in the US has already been a massive success and we expect the same to happen in the UK. With the sports and energy category continuing to drive growth in soft drinks, Energy Shots will add to this and provide big impulse sales opportunities for retailers across the UK.

"As we found with the success of our 473ml can, which is now the biggest selling big can energy drink, consumers look at Red Bull as the signpost of the category and trust the brand to deliver the energy they want when they need it most."

The launch of Red Bull Energy Shots will be supported by a heavyweight media campaign in and around key retail outlets. Red Bull Energy Shots will also be fully integrated into the Red Bull marketing calendar of sports, events and culture.