7-Eleven First to Offer New Red Bull Flavors

Cranberry, Lime, Blueberry "Editions" will launch nationally in March 2013

DALLAS -- 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 through the end of the year, the retailer has announced.

In red, silver and blue cans, the Red Bull Editions provide the same energy and functional benefits of the original, but with the taste of cranberry, lime and blueberry, respectively.

These are Red Bull's first new flavor extensions (see Related Content below for previous CSP Daily News coverage).

"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 executive vice president 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."

The retailer will price the Red Bull Editions in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero.

Energy drinks are the second largest beverage category in convenience stores and continue to gain share, according to Nielsen. In 2011, 2.4 billion cans of energy drinks were sold in the United States--4,500 cans sold per minute. Mintel projects that the energy drink category will grow 86% 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, said 7-Eleven.

Red Bull in a product of Red Bull GmbH of Austria and Red Bull North America Inc., Santa Monica, Calif.

Dallas-based 7-Eleven operates, franchises or licenses more than 9,400 7-Eleven stores in North America. Globally, there are some 48,000 7-Eleven stores in 16 countries. During 2011, 7-Eleven stores worldwide generated total sales close to $76.6 billion.