According to Red Bull research in 2015, innovation in flavoured energy drinks is important for category growth as taste is considered one of the main barriers to the trial and repeat purchase of energy drinks in Australia.
The same study indicated that one in four shoppers were ‘heavy users’ (ie, 10-plus cans a month) and represented 75 per cent of the volume sold.
Red Bull says this user base is driving performance through an intensification of consumption as a result of the promotional focus by the channel on multipacks and new product launches in flavours.
In 2015, Red Bull launched The Summer Edition (Tropical Flavour), which it says attracted more than 30 per cent of sales from new energy-drink shoppers. Red Bull has ‘soft-changed’ this flavour into a permanent edition to its line – The Tropical Edition.
The Summer Edition will be supported with an integrated marketing campaign which will run in the lead-up to the 2016/17 Australian summer season.