View Full Version : UK: The beginning of the end? Red Bull's sales decline

03-29-2007, 04:31 PM
UK: The beginning of the end? Red Bull's sales decline

Red Bull sales fell in 2006 as drinkers settled for healthier options to mix their spirits.

The first indication that the nations's love of the energy drink could be over: latest market figures from Britvic's annual industry report show on-trade sales were down 7% last year.

Rebecca Shine, Red Bull trade marketing manager, stated: "We have been enjoying phenomenal success since our launch, with steady growth year-on-year so it was inevitable that this growth should slow at some stage."

She added: "This slow-down in the on-trade is also being experienced by brands that show a similar drinking profile. To put this is context, there is a declining number of pubs and people are going out less. We are increasing our marketing focus on Red Bull's social consumption in 2007 and have increased our marketing and on-trade commercial investment by 10%."

Red Bull was the only top-10 soft-drink brand in decline, while the rest of the category pulled in sales last year up 5%. Coca-Cola, Pepsi and R Whites were the top three brands last year, while Britvic remained the number-one supplier.

"The trends show that with the smoke ban on the way, it's a good time for licensees to rethink their offer," said Britvic marketing director Andrew Marsden.

Author/Editor: Ramon Hansmeyer (about-drinks.com | KM Media GmbH)
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03-31-2007, 12:05 PM
This sounds like it's just pubs rather than broad-market.

If Red Bull sales started to slow OVERALL in the UK market, that would pique my interest.

03-31-2007, 03:59 PM
It’s about time that RedBull went out of vogue. As a functional beverage it has past it’s prime.