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Article: Stimulating success in energy drinks.(ENERGY DRINKS)(Red Bull Australia Proprietary Ltd.)(Financial report)
- Article from:
- Grocer
- Article date:
- May 2, 2009
CopyrightCOPYRIGHT 2009 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Red Bull's claim to "give you wings" is an apt description for the energy and glucose market, flying off the shelves into the hands of worn-out Brits desperate for a short, sharp pick-me-up.
Innovation, marketing and retailers themselves are all playing their part.
Red Bull is a classic example, says Tom Smith, head of off-trade at Red Bull, which increased its total marketing spend last year by 3m [pounds sterling] to 28m [pounds sterling]. Sales of the brand were up 5.1% to 182m [pounds sterling] [Nielsen, 52w/e 21 March 2009].
"We've introduced a 473ml can to try and tempt new consumers into the category, but ...