Actually, I think the fact that it is just a cola and not an energy/cola hybrid is a good move. Seriously, how well have the Rockstar Cola's of the world really done? It's about time somebody sexed up the soda category, god knows it needs it! More than that however, I think this is perhaps just a first step for Red Bull as they attempt to grow from just an energy drink company to more of a complete beverage company. Who knows, perhaps isotonics, waters, and teas may be next on the horizon? When you have the billions of dollars laying around that they do, why not?...

CR