Red Bull Energy Drink

Product Type:Functional: Energy Drink: Diet; Container: 8.4 oz can
BevNET Review: On the surface, the concept of Red Bull Total Zero is straightforward (a zero calorie energy drink ), but the question that will likely arise for most people who see this drink is “how is this different than Red Bull Sugar Free?” The answer, aside from Red Bull Sugar Free not being zero calorie on the nutrition panel, is what Red Bull calls a new “twist.” And after our sampling of the drink, we’d agree that this is a pretty accurate way to describe the extremely subtle differences in taste between the two drinks. It’s so subtle, in fact, that if you drink the two side by side (as we did during our sampling) your palate will get to the point where the two formulations are almost indistinguishable (and, as a side note, they are almost functionally identical -- Total Zero has 3mg more caffeine per 8oz). Still, the “twist” of a touch of citrus flavor does make a difference. Perhaps more important is the use of sucralose (in addition to aspartame and ace-k -- the two sweeteners found in Red Bull Sugar Free), which likely allows the caloric content of the drink to be under 5 calories (aspartame does have 2.5 calories per gram -- although we don’t know how much is in the drink) and, per FDA guidelines, rounded down to 0 for the nutrition panel. While it’s hard to imagine that someone who doesn’t like Red Bull or Red Bull Sugar Free will enjoy this product, it does seem like a nice alternative for drinkers who are loyal to the Red Bull brand but desire some variety. The same can be said about the drink’s packaging, which uses a greyish blue tone, the words “TOTAL ZERO,” and a yellow band around the top. Given the success of the word “zero” on diet beverages, the name makes sense, although “total zero” has a slight negative connotation to it. Otherwise, it seems like Red Bull is sticking with what works for their energy line -- clean, simple, and focusing on the now classic Red Bull brand. From our vantage point, this seems like a much easier and potentially successful use of the brand that it was on their failed “Simply Cola” or energy shot, with the core product being in exactly the same category that Red Bull has had all of its success. Overall, Red Bull Total Zero is a well executed addition to the lineup and, despite not bringing new innovation to the category, it feels like a highly marketable product in much the same way that Coke Zero has been successful alongside Diet Coke. Reviewed on: 3/23/2012

Product Type:Functional: Energy Drink: Regular; Container: 8.3 oz can
BevNET Review: While our opinion on Red Bull's flavor hasn't changed -- it is truly painful to drink -- we will give Red Bull credit where credit is due. Namely, the brand power that this product has created is truly amazing. Many people in the industry may hate Red Bull, but without Red Bull there wouldn't even be a market for the other 150+ products currently crowding the shelves. However, Red Bull faces some potential bumps in the road in the coming 24 months. First, the product has completely oversaturated the market -- Red Bull is in just about anywhere that you can fit a mini-cooler as well as mass merchandisers, bike shops, bars, etc, etc, etc. This could result in Red Bull becoming passe by removing the "cool" factor that made the brand so successful. Second, while other companies are improving formulations, flavors, and packaging, Red Bull stays the same. Will consumers find something that truly works better? Third, from our point of view Red Bull has a less-than-stellar industry reputation -- and many people are praying for their demise as a result. Finally, given that Red Bull is a one trick pony (compared to others such as Coke and Pepsi), the party is in serious jeopardy if sales start to slump, a price war starts, or press over energy drink health concerns start to proliferate (hypothetically speaking). Overall, tremendous brand power right now, but does it have true staying power to last another 5 years as number one? Reviewed on: 3/21/2007

Product Type:Functional: Energy Drink: Regular; Container: 12 fl oz (355 ml) can
BevNET Review: Red Bull has officially added a new 12 oz. slim can to its lineup. The formulation is the same classic Red Bull Flavor and the mid-size package gives the product a unique feel over competing 8 oz. and 12 oz. products. Whether or not consumers will buy into this is a real test for the state of the Red Bull brand. In our opinion, this will likely bring some consumers back to Red Bull who might have left for competing 16 oz. products, but the fact that the category has evolved at a much quicker pace than Red Bull is a potentially limiting factor for this brand in coming years. Overall, a clean-looking product, but it doesn't really bring anything new to the category in the way of innovation.Reviewed on: 11/14/2006