R Company Profile Energising Sales Are you getting the most from energy drinks?
The Energy Catergory Red Bull is the number 1 selling functional energy drink in the UK, in both the off trade and the on trade. In impulse, the Sports & Energy category is now bigger than the cola market meaning it’s the biggest within soft drinks and the one that is growing the fastest at 12.8%. Within on trade, energy drinks are performing
extremely well also showing growth of +7.8% with Red Bull performing even better growing at +8.2%. Red Bull continues to lead the way for both retailers and pubs and bars by being the most recognised and trusted brand on the market. When a consumer walks into a shop, it looks for Red Bull as the signpost of the energy category and shops it accordingly and within a pub or bar environment, Red Bull has the bar call making it the brand consumers ask for by name; not having it means a loss of sales. Additionally, from a rate of sale perspective,
we know that Red Bull sells an average of 45% more than its nearest competitor in the on trade thus making a massive amount more profit than other energy drinks out there.
New products and trends A few months ago, Red Bull rolled out
its 330ml PET bottle to the rest of off trade following an original launch in the driving and take home channels where it already proved to be a winner. Of all the Sports and Energy products launched in the last year Red Bull 330ml PET bottle has proven itself to be the most successful. It has generated over £1.8 million of sales in only three months, almost £500,000 more than the closest competitor which has been on the market for almost a year. The resealable nature of the product is
helping to grow the category by being relevant to more consumers through more usage occasions in their day to day lives such as the sports pitch.
Red Bull Company Claire Oliver T: 07794351445 E: claire.oliver@
uk.redbull.com
W:
www.redbull.co.uk 50 TUCO | 02.2012
Within the on trade environment we seeing
people going out less but when they do go out it’s for more up-tempo occasions and big nights and they’re spending more when they do. With the natural fit of energy drinks within these occasions, it makes them a profit generating product for pubs & bars.
Where does energy fit with students? Energy drinks and specifically Red Bull
consumption comes from a specific need that has to be addressed and the lifestyle that a student leads makes them relevant to many occasions. This could be studying, partying into the night or for sport, all of which are prevalent in a student’s life.
How to increase sales. Visibility is key to driving sales no matter what
type of outlet it is. People tend to buy products they know that are available so ensure Red Bull has its fair share of space in a chiller in a shop to bring people into the category. Likewise in a pub or bar, make sure people can see the cans in the fridge or go for a back bar cooler to drive additional sales. Also, people expect a full can serve so make
sure you’re giving it to them. Plus, the added visibility of the can going across the bar can drive incremental purchases.
www.tuco.org
TUCO Supporters Supplement - H2o Publishing - Red Bull Company
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