Red Bull launches Winter Edition Fuji Apple and Ginger

Red Bull has announced the launch of the latest Red Bull Winter Edition, with the taste of Fuji Apple and Ginger.

Available with and without sugar, the new variant has a pack design with a gradient effect that transitions from warm red to yellow to give strong shelf standout and encourage trial.

In consumer testing, nearly three-quarters of consumers found the flavour profile appealing – more so for younger shoppers, under 35 (Vpyr).

Functional flavoured energy drinks are now bought by 22% of the GB population, and with one in three shoppers excited to try new flavours often (Kantar), bringing innovation to store is key.

Editions continue to be a vital driver of category growth, recruiting more new shoppers year on year as they increasingly seek out the range in store {Kantar}.

The new flavour follows the successful launch of Red Bull’s second Winter Edition, Iced Vanilla Berry in 2024, which drove engagement of flavours over the winter period. With 63% of purchases planned, the launch was effective at bringing shoppers into store at a key time to drive sales (Kantar), demonstrating the additional sales opportunity presented by limited edition and seasonal products at Christmas, as well as during the summer.

Red Bull Winter Edition Fuji Apple and Ginger is available with and without sugar in single 355ml and 473ml cans and a 4 x 250ml multipack, as well as full-sugar 250ml can (plain and price-marked).

To drive trial, for a limited time from launch, Red Bull is also introducing a £1 price-marked can of the new variant.