7-Eleven Inc. is getting new wings—Red Bull style. Until the end of the year, 7-Eleven Inc. will be the only retailer to offer its customers the three new Red Bull Editions flavors at its participating stores. In red, silver and blue cans, the Red Bull Editions provide the same energy and benefits of the original, but with the taste of sweet cranberry, fresh lime and fruity blueberry, respectively, according to a news release. These are Red Bull’s first new flavor extensions.
“Red Bull is one of 7-Eleven’s top-sellers and we are the largest U.S. retailer of Red Bull,” said Jesus Delgado-Jenkins, 7-Eleven EVP of merchandising, marketing and logistics. “As our guests look to refresh and re-fuel morning, noon and night, enthusiastic Red Bull fans can get their first taste of these new flavors only at our stores. The Editions from Red Bull will launch nationally in March, so we know Red Bull lovers will be eager to get their hands on them early.”
Energy drinks are the second largest beverage category in convenience stores and continue to gain share. In 2011, 2.4 billion cans of energy drinks were sold in the U.S.—that’s 4,500 cans sold per minute. The energy drink category is projected by Mintel to grow 86 percent over the next five years to an $11.9 billion category in the United States. Red Bull continues to lead the category globally and is a primary investor in its growth.
7-Eleven will price the Red Bull Editions in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero.