SANTA MONICA, Calif. -- In a category driven by demand for varying sizes of energy boosts, Red Bull is adding to its energy-drink line with a new 19.2-ounce Red Bull Racing Team special edition can launching in April.
The new 19.2-ounce Red Bull Energy Drink and Sugarfree varieties, featuring Red Bull Racing's Brian Vickers and Scott Speed, respectively, will be available through most of the NASCAR season. The Red Bull Racing team, embarking on its fourth year of operating in the NASCAR Sprint Cup Series, will be celebrated on the new can for a successful 2009 campaign, [image-nocss] which included the team's first win and first appearance in The Chase, NASCAR's version of the playoffs.
Retailing at $4.49 per unit, the 19.2-ounce can will complement the brand's 8.4-ounce, 12-ounce and 16-ounce cans, according to the company. The Red Bull Racing Team special edition can is expected to energize sales for the category and brand, especially amongst NASCAR's 75 million fans who are three times more likely to purchase related merchandise than non-fans. Further, the larger size will appeal to the category's heavy users, who represent 21% of the consumer base, but consume 73% of the category volume.
Category research clearly shows that within energy, size variants have been more than twice as effective as flavor variants in generating incremental revenue, the company stated. According to Nielsen, the greater-than-16-ounce segment is worth $430 million, representing 11% of total category sales.
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