AUSTRIA - Red Bull is set to expand its seasonal lineup with the release of its second Winter Edition energy drink, Iced Vanilla Berry. 

The product, designed to attract consumers seeking innovative flavors during the cooler months, will be available in stores starting October 1, with initial rollouts beginning mid-September.

The new variant is packaged in a striking blue can and combines the flavors of blueberry, vanilla, cotton candy, and eucalyptus. This blend aims to offer a refreshing taste experience to energy drink consumers during the colder season.

Rising demand for flavored energy drinks

The launch of Iced Vanilla Berry follows the successful release of last year’s Winter Edition Spiced Pear, which contributed to the growth of Red Bull’s flavored energy drink segment. 

Within its first 12 weeks on the market, Spiced Pear accounted for 35% of all sales in the Red Bull Edition line across independent retail outlets.

Flavored energy drinks have witnessed a notable increase in demand, particularly in convenience stores. Over the past two years, unit sales per store have risen by 27%, indicating a growing consumer preference for flavored options. 

Moreover, according to Grand View Research, 71% of new energy drink consumers are opting for flavored variants, a trend that has prompted companies like Red Bull to continue expanding their offerings in this category.

Red Bull's competitive edge

The introduction of Iced Vanilla Berry aligns with Red Bull’s strategy of meeting seasonal demand while driving sales growth in the highly competitive energy drink market. 

The product will be available in multiple formats: 250ml cans at US$1.72, 250ml price-marked packs at US$1.72, 355ml sugar-free cans at US$2.17, and a 4-pack of 250ml sugar-free cans for US$5.56.

Consumer testing for the new flavor indicated high purchase intent, with 72% of participants expressing interest in buying Iced Vanilla Berry. This strong consumer response bodes well for the product's market performance, particularly as Red Bull seeks to replicate the success of last year’s Winter Edition.

Global energy drink market

The energy drink market continues to grow worldwide, with flavored variants playing a key role in attracting new consumers. 

In 2023, Red Bull maintained its position as the leading energy drink brand in the United States, generating US$7.34 billion in sales. Globally, the Austrian company sold over 12 billion cans in 2023, a 4.8% increase from the previous year.

Red Bull’s net revenue for 2023 rose by 9% to €10.5 billion (US$11.69 billion), reflecting the brand’s sustained global appeal despite slower growth compared to the previous two years, which saw revenue increases of 24%.

The global energy drinks market, valued at US$73.81 billion in 2023, is projected to grow at a compound annual growth rate (CAGR) of 7.9% from 2024 to 2030, according to Grand View Research.