Red Bull has launched its first-ever ‘when it’s gone it’s gone’ limited edition.
New Red Bull Summer Edition is an extension the existing Editions range. Two million cans of the kiwi and apple-flavoured drink will be produced.
Red Bull Editions have delivered £52.8m in sales in the past four years, since the introduction of the range in 2013.
The new variant is being introduced to the UK following strong performance in overseas markets. The limited availability aspect aims to entice shoppers into the category.
Gavin Lissimore, Red Bull Head of Category Marketing, said: “The vibrant green design will make the can stand out on shelf, and help to deliver increased sales for the brand, the category and our customers. Soft drinks are a must stock for retailers in the summer and the Summer Edition will add a new flavour to the shelf, while demand is high without impacting on retailers’ soft drinks ranges long term.”
The new Summer Edition is available in both 250ml plain and £1.19 price marked can formats.