Red Bull expanded its range with the launch of its Winter Edition Pistachio & Berries, which will be available across retail channels from 28 September.

This new product taps into the growing popularity of pistachio among consumers while also offering seasonal relevance to help retailers create customer appeal in the energy fixture aisle.

According to the business, the new proposition has received strong consumer appeal, with research from VYPR Sample revealing that two-thirds of 22–44-year-olds would consider a pistachio-flavoured energy drink. 

This launch builds on the major success within the sports and energy drinks category, with functional energy drinks adding more value than any other soft drinks segment, according to research from Nielsen Discover.

Some of the products with the Red Bull Winter Edition Pistachio & Berries line-up include a 250ml can, sugarfree 335ml can and sugarfree 250ml 4-pack for an RRP of £1.80, £2.20 and £5.75, respectively.

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Red Bull has also been accelerating year-on-year growth with the launch of its flavoured editions, which has built a strong shopper base as the portfolio expands.

The energy drink brand aims to offer retailers multiple methods to meet shopper demand with various formats, including full-sugar and sugarfree variants.

Red Bull’s current launch will be supported by a nationwide marketing campaign, ‘In for the Winter’, which is designed to showcase giving consumers the energy they need during competitions.

The campaign will have in and out-of-home advertising, which is supported by a full mass media advertising, interactive installations and in-venue rewards.

Earlier this year, Red Bull unveiled a new spring edition range which featured a cherry Sakura-flavoured drink which gained major consumer traction.