Red Bull Energy Shot will Spike Energy Drink Sales

Energy Drink Sales are getting a big boost with Energy Shots. We already saw the big companies like Coca Cola enter the market, we saw Hansen Natural’s Monster and Rockstar Energy Drink all produce their own energy shots. What is next? Where is Red Bull’s energy shot? Not to worry! Red Bull already produced their own Energy Shot. Now the question is: Will they distribute it with their existing net of distributors or will they go through wholesalers and jobbers the way the most successful shot did it; 5 hour energy.

In 1996 a previously unknown blue and silver can appeared on US shelves with a promise "vitalizes body and mind" and a label: Red Bull Energy Drink. That year, a beverage category was born. Over the years, Red Bull has built its reputation on this one energy product and has maintained its leadership position with the category. But, beginning this June, Red Bull will expand its energy options in the US with Red Bull Energy Shot and Red Bull Sugarfree Shot.

"Red Bull's entry into the shot category will grow its consumer base by introducing a premium shot from a trusted brand," the company says. Red Bull Energy Shot is designed to engage new consumers, create new consumption occasions for Red Bull and deliver incremental business. Red Bull Energy Shot comes in re-sealable 2-ounce bottles that don't need to be refrigerated, making them an on-the-go source of energy.

Red Bull Energy Shots are concentrated, non-carbonated versions of Red Bull Energy Drink, in premium packaging that mirrors Red Bull Energy Drink with the same flavor profile. They can be consumed when consumers need an energy boost in a sip such as before a workout, in the middle of a meeting or while on the road. Red Bull Energy Shot has 25 calories and Red Bull Sugarfree Shot has 2 calories, each with 80 mg of caffeine. Red Bull Energy Shot will be available nationwide in June 2009 in single-serve (MSRP $2.79 in C-stores, $2.49 in grocery) and 2-packs (MSRP $4.99).