Red Bull has launched Co‑Driver – a collaborative category management programme aimed at helping convenience retailers grow soft drinks sales.
Positioned as a practical growth partner for the channel, Co‑Driver focuses on the shopper of 2030 and turns insight into action via three pillars:
- Growth hacks – tried‑and‑tested tactics for quick, incremental sales;
- Top trends and insight – to stay ahead of shopper shifts and category performance;
- Exclusive support – including a dedicated WhatsApp channel for real‑time updates and expert advice;
The launch comes as the soft drinks market evolves. While colas and flavoured carbonates continue to decline, sports and energy is thriving—now accounting for 40% of all soft drinks sold and up £174m versus two years ago.
Co‑Driver content will be available across multiple touchpoints: trade press and media partnerships, trade body collaborations, and promotional materials at trade and customer events. The programme will also invite retailers to share case studies where small changes have delivered soft drinks growth.
Retailers can submit their details to access the WhatsApp channel for exclusive content and support.
Red Bull said the initiative is designed to support retailers through a period of shifting shopper behaviour and new legislation, offering practical tools to “sell smarter and faster” and keep stores “in pole position” as the category heads toward 2030.
