The Red Bull Summer Edition will be available July and August at 7-Eleven stores across the United States and Canada, providing the effect of Red Bull Energy Drink with the new flavor of tropical fruits.
In a sun-yellow can, The Red Bull Summer Edition joins the Red Bull Red (cranberry), Silver (lime) and Blue (blueberry) Editions that were launched last year as the company’s first change to its well-known flavor.
“The Red Bull Summer Edition is another way we can offer a new product, exclusive to us for a limited time only, that makes 7-Eleven a summer destination for our guests,” said Jesus Delgado-Jenkins, 7-Eleven executive vice president and chief merchandising officer. “Red Bull is one of our biggest sellers, so this should be an incredible summer offering.”
As part of the program, consumers 18 years of age and older will be invited to share a photo or video of their best summer sports trick for the chance to earn a unique experience with a Red Bull athlete chosen by Red Bull, including skateboarder Ryan Sheckler, surfer Jamie O’Brien and BMXer Garrett Reynolds. The contest will run July 2 through Sept. 2.
The Red Bull Summer Edition performed extremely well with U.S. consumers during taste tests. The launch of the Red Bull Red, Silver and Blue Editions last year invigorated the entire energy drink category. The average five-year growth forecast (2012-2017) from Mintel, Canadean and Euromonitor puts energy drinks at the top of the beverage category with a 48 percent growth rate.
The 12-fl. oz. Red Bull Summer Edition will be priced in line with Red Bull Energy Drink and the 12-fl. oz. offerings including Red Bull Sugarfree and Red Bull Total Zero.