The search for the marketable herbal supplement has led the founder of Red Bull to launch this elegantly packaged, lightly-carbonated all-natural product. It looks like an imported Ale and drinks like a smooth root soda, albeit with many more herbal flavors and a too-strong floral scent. We think there’s a lot of potential in this product but it's definitely not ready for mainstream USA. Also, at 180 calories per bottle, we’re not sure that the intended audience – who is obviously a label reader – is going to bite, especially with so many herbally-enhanced teas and waters on the market. Still, the long, smooth, high-shouldered PET bottle cuts a fine figure and the label has top-notch art that looks like it could slide onto the racks of any natural-foods store. Whether, and where, it fits into the ordinary cooler is another store. At a minimum, we think that this product can definitely be a player at the super premium level.
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