“Red Bull has a commitment to being a leader in the premium CSD category with Red Bull Cola,” the company said.
Red Bull’s cola line has had a spotty entry into the market. Despite early acclaim (including a Best of BevNET award) the brand failed to excite consumers and retailers – in part due to price point. A 12 oz. can of Red Bull Cola sells for a similar price to a 20 oz. bottle or Coke or Pepsi.
In defense of the cola’s relevance, Red Bull said the line achieved $21 million in its first year of retail distribution. For reference, Information Resources, Inc. reports the annuals sales for mainline Red Bull products at $1.9 billion in food, drug, convenience and mass merchandizing stores, excluding Wal-Mart.