Red Bull Shakes Up Cola Market

08 April 2008

FUSCHL AM SEE, Austria: Red Bull, the Austrian company famed for its eponymous energy drink, is planning to give wings to its own premium brand of cola, to be launched in seven countries – including the US, Russia and the UK – over the next few months.

The new drink – Red Bull Cola – will be sold in a can similar to Red Bull's current blue, silver and red design and is said to contain natural ingredients, as well as more caffeine (at some 45 milligrams per 12-ounce can) than either Coca-Cola or Pepsi's main variants.

Costing around $1.49 (€0.95; £0.75) per standard can, the product's US launch will be staged in Las Vegas in June, before being made available across the country shortly thereafter.

Consumers in Russia, the UK, Ireland, Italy, Austria and Switzerland will be able to buy the new brand either later this month, or early in May. 

According to estimates, Coca-Cola Classic's volume dipped by 3% in the US in 2007, with Pepsi Cola down by 4.8% during the same period. Red Bull, on the other hand, enjoyed a sales boost of 35% last year in the US alone.

Data sourced from Wall Street Journal Online; additional content by WARC staff