Red Bull Discontinues Production of Cola and Energy Shot

Ray Latif|July 19, 2011 3:15 pm

Red Bull North America has discontinued production of its energy shot and cola. Amidst a flurry of rumors last week, the move was not entirely unexpected, though Red Bull’s decision to pull the plug on two highly touted products is likely to surprise many within the beverage industry.

Red Bull will “sell through existing inventories of Red Bull Cola and Red Bull Energy Shot, but not proceed with additional production,” and refocus efforts on growth of its core brand within the rapidly expanding energy drink category, the company said in a statement e-mailed to BevNET.

Since its debut in 2008, Red Bull Cola has struggled to excite consumers and retailers in part due to its unique flavor profile and some controversy regarding the company’s use of coca leaves in the beverage. However, it may be the cola’s premium price point that has been its biggest impediment to success. A 12 oz. can of Red Bull Cola sells for around $1.50 in comparison to $1.00 or less for a similarly sized Coke or Pepsi product.

Red Bull’s foray into energy shots had an even shorter existence, arriving with great fanfare in the summer of 2009, though never living up to the potential of Red Bull’s brand name and unable to effectively challenge energy shot leader, 5-Hour Energy.

Nevertheless, with a nearly 40 percent share of the energy drink category – pegged by Mintel to grow to nearly to $8 billion by 2015 – Red Bull noted that the company has “ambitious plans for growth and is well-positioned to continue the momentum that has led to the brand’s dominance of dollar share within the category.”

Tmckay18

US only, or global?
TS

BOOOOOO! Red Bull this is your best real drink. Used to buy this by the dozens when I could find it in the States.
http://www.taylorstonics.com Taylor

I agree with TS. -Kudos Red Bull for exceptional formulation on the Cola… but realistically, premium ingredient inclusion isn’t your niche/ nor the base expectation of your consumer core (unless of course the ‘premium ingredient’ included happens to be Grey Goose)… thus a wise move for the organization to get back down to the basics of chemical energy. There are plenty of us in the natural marketplace that will help fill the void.
lucid

i guess you were their only customer.
Barackobama

Will anyone from let Austrians know that RB is not more expensive than Monster and that is the cause of the issue!!!! Wake up……
Mike

I give them credit for trying, but I thought Red Bull Cola tasted terrible. Plus, people associate the Red Bull brand name with energy drinks, and therefore were probably confused into thinking it was an energy cola. Actually, come to think of it, the aftertaste was pretty similar to that of original Red Bull.

I think they should just take after the competition and offer their core energy drink in different flavors. It may not be an original idea, but it’s one that’s been proven to work.
Godoy

Coca Cola is Coca Cola, Red Bull is Red Bull, mind your place! I think Red Bull a product with its own identity, he is unique, the company should not be thinking about wanting to fight with Coke. I had the opportunity to work at Red Bull here in Brazil, was regional sales manager for the city of São Paulo, were wonderful years, because Red Bull is Red Bull.
Michaelyurick

No matter how you look at it. Red Bull Cola, Shots and the energy drinks all suck.. Nasty after taste and not to mention grossly over priced.. The only reason they are #1 is because all the money they put inot their marketing over the years and throwing out money to bars and clubs. You can’t beat them so you try to buy them.. people are blinded. There are many very good tasting energy drinks out there that actually taste better the Red Bull and cost $1.00 less. People should wake up… Red Bull is NOT the only game in town..Many of us Bar Owners have found very good replacements to Red Bull..Go Ahead Red Bull.. Keep trying to tell us that we’re only allowed to carry your product and putting out those contracts..I’ve had your reps in my bar many times and to this day, I just tell them to get out.. Rude cocky assholes
Michaelyurick

How can you sit there and say something like that….Do you even look at the shelves in the stores.. example: Red Bull 16oz can average $3.99 per can, Roaring Lion 16oz Bottle $2.49, Monster 16oz Can $2.99 RockStar $2.79…

Buy the case: Red Bull 16oz-$65.00 for 24 pack, Roaring Lion- $38.00 24 pack case, Monster, Rock Star $40.00. Wake up dude…
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http://twitter.com/acidbrn Aaron

I sold RedBull Cola in my restaurant like crazy. I was one of the few places in ND that I know of that sold it. The other few gas stations that carried where always sold out as well.
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CEO

US only!
Carl_hungus00

Too bad. I wondered why I could not find the cola anymore. If I had known they were discontinuing it, I would have stocked up. I thought it was the best cola out there by far. I was willing to pay extra for it too. They just did not market it well and did not distinguish it from their energy drinks.

It should have been in a totally different style can and stocked next to Coke and Pepsi, not put over in the corner or in the specialty drink section. Promote it and give people a reason to try it. Once I did, I was hooked. Oh well, too late now.
Cliffrc613

I can’t believe it’s gone. No warning, no stock up. I am left wanting it so badly and I’ll probably never taste it again. This is epic. And I hate that word.
222 22

Red Bull cola is the best natural cola drink that has ever been made thus far. I am tired of only having poison as an option. With flavanoids being added to our foods, GMO running rampant in the beverage industry: the human body is being basterdized by these corporations protecting there bottom line product margins over their ethical obligations of up holding and distrubuting safe quality products. Red Bull cola 1.29 at most gas stations. I just ought out the last remaining cases in MN.
Big Red

well all i have to say is whatever kind of energy drink pig pen sports brr has, it taste like s***!
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Monster

As soon as they got rid of their dedicated distributors they started to go down….idiots! but good for me.
http://www.facebook.com/people/Ken-Lyn/100001510422646 Ken Lyn

where can i buy the red bull cola
GingerSoCrazy

Let me know if you find it, i will be in Europe next month, hope to find it there
fanny

totaly
BiggZ2409

dude I would always choose RED BULL COLA over any other drink whether it be energy or a regular drink, this is Red Bulls worst decision
http://www.facebook.com/frank.kindle.9 Frank Kindle

Redbull cola was the only cola drink to use real kola nut…and people say it dont taste right hahaha. coz people are used to artificial crap from coke and pepsi.. Red Bull cola was the best cola drink since the invention of cola drinks. shame they didnt persist.. I loved the stuff and cant drink coke anymore after drinking redbull cola.

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Red Bull Discontinues Production of Cola and Energy Shot

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