red bull

Red Bull has revealed its latest summer edition – Curuba Elderflower – rolling out from 11 March 2024.

The new flavour aims to tap into the ever-growing demand for flavoured energy, with 41% more flavoured energy drinks sold per store in the last two years alone, according to Nielson.

It launch follows an Appinio survey that found 85% of shoppers agree that they “want to try new and unusual flavours in Energy Drinks” and Red Bull said that the latest summer edition offers the perfect taste blend of exotic curuba, rounded off with floral notes of elderflower to excite shoppers and drive trial.

The energy drink brand also revelaed that the new flavour performed well in a consumer testing, with more than two-thirds of energy drink buyers saying they would like to purchase it.

Offered in 250ml (RSP £1.60), 250ml PMP, 355ml Sugarfree (RSP £1.95) and 250ml Sugarfree 4-pack (RSP £5), the launch of the new flavour will be supported with a range of tailored POS to raise awareness in-store across all key touchpoints.