Red Bull adds special edition Red Bull Racing 19.2 oz. cans

SANTA MONICA, Calif. – April 1, 2010 – In a category driven by demand for varying sizes of energy boosts, Red Bull is adding to its #1 energy drink line with a new 19.2 oz Red Bull Racing special edition can launching in April 2010.

The new 19.2 oz Red Bull Energy Drink and Sugarfree varieties, featuring Red Bull Racing’s Brian Vickers and Scott Speed, respectively, will be available through most of the NASCAR season. The Red Bull Racing team, embarking on its fourth year of operating in the NASCAR Sprint Cup Series, will be celebrated on the 19.2 oz can for a successful 2009 campaign, which included the team’s first win and first appearance in The Chase, NASCAR’s version of the playoffs.

Retailing at $4.49 per unit, the 19.2 oz can will compliment the brand’s 8.4 oz, 12 oz and 16 oz cans. The Red Bull Racing special edition is expected to energize sales for the category and brand, especially amongst NASCAR’s 75 million fans who are three times more likely to purchase related merchandise than non-fans. Further, the larger size will appeal to the

category’s heavy users who represent 21% of the consumer base, but consume 73% of the category volume.

Category research clearly shows that within energy, size variants have been more than twice as effective as flavor variants in generating incremental revenue. According to Nielsen, the greater-than 16 oz segment is worth $430 million, representing 11% of total category sales, which talks to a clear opportunity to grow this segment by adding Red Bull.