Energy drink giant Red Bull believes that product localisation and development of the premium segment are logical next steps for the market in Asia Pacific, even as its original formulation continues to dominate sales.
A clearly humorous, fantastical tone – and a lack of overt reference to a health benefit – helped a Red Bull advertising campaign stay on the right side of health claims advertising regulations, according to the UK’s watchdog.
Smart Cups has launched its first ever 3D-polycapsule printed line of energy drinks in four flavors; Tropical Recess, Nerdy Lemon-T, Pucker Up Brain Boost and Magna Cum Latte.
A new Mintel report shows that Chinese consumers drank an additional 545m liters of sports drinks in 2015 compared to the previous year, a 25% volume growth.
Moto, a new Dubai-made energy drink, made its entry at Gulfood and is aiming to leverage the emirate’s growing reputation to carve out its identity in a crowded market.
'We switched from glass to aluminum cans, and the brand just exploded'
Back in 2011/12, nerves were getting very frayed at Hiball Energy, which was doing a steady trade in upmarket energy drinks in elegant glass bottles, but “losing more and more money”, recalls founder Todd Berardi. In May 2012 he switched to aluminum cans,...
Virginia craft brewery Old Ox Brewery has accused Red Bull of bully boy tactics as the energy drinks giant presses on with a trademark action to try and force it to change its name and logo.
Monster Energy admits that Red Bull’s successful Summer Edition launch with 7-Eleven meant it lost market share in Canada during Q3 2014, due its distribution partner’s ‘conflicting priorities’.
Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against established brands such as Red Bull and Coca-Cola without some kind of ‘silo vertical’ protection is fruitless.
Red Bull: 'All future claims will be medically and/or scientifically supported'
Red Bull has agreed to pay $13m to resolve a class action lawsuit accusing it of falsely advertising its energy drinks as providing functional benefits above and beyond what might be obtained from “a simple cup of coffee or a caffeine pill”.
Testing the consumer liking of a new product may be an overrated idea that ‘breeds mediocrity’ and means products fail to differentiate themselves against the competition, according to David Howlett of MMR Research.
The energy drinks market has become more segmented in recent years, but relentlessly negative PR, a flurry of lawsuits and an FDA-probe have not dampened consumers’ enthusiasm for the original caffeine-fuelled formulas, says one beverage industry veteran.
The UK Universities and Colleges Admissions Service (UCAS) is under fire for selling student emails and address to companies including Red Bull, The Guardian reports.
Monster Energy CEO Rodney Sacks says rivals 5-Hour Energy and Rockstar are just ‘treading water’ in sales terms while his brand is outstripping fierce rival Red Bull, which he hints caters more for yuppies.
Red Bull is planning to roll out its best-selling energy drink in China after gaining the necessary permissions, and is building an office in Shanghai, a spokesperson told FoodNavigator-USA. The news was initially reported in Austrian newspaper Kronen...
FDA UNAWARE OF DANGER OF 'CUMULATIVE' ENERGY INGREDIENT EFFECTS IN 2012
Red Bull must face down a lawsuit filed in New York today by the family of a man who died after drinking the beverage after a basketball game and claim extra stimulants in the drink killed him.
energy drinks giant defends 'ironic' advertisement
Red Bull has refused to pull a cartoon ad featuring the RMS Titanic that the chair of the ship's heritage trust says is 'despicable', arguing that the tragedy was 'so great that it has now made its way into our language' and stressing...
Red Bull insists it watches the Chinese market closely to guard against fakes after authorities arrested 13 people in August and seized thousands of counterfeit energy drinks, as an analyst warns the issue is a serious problem in 'virtually every...
‘Absolutely insane’ that Red Bull can trademark the word ‘Red’: brewery
Redwell Brewing says Red Bull’s UK trademark for the word ‘Red’ is ‘absolutely insane’ after the Austrian energy drinks giant sent the craft brewer a stern letter warning of trademark infringement.
The EU energy market is set to grow by €1bn by 2017 and much of that could come from ‘natural energy’, a sub-sector that has been boosted by recent health claim approvals, says Euromonitor International analyst, Diana Cowland.
Energy drink leader Red Bull – previously hit by EU rejection of taurine health claims – is boosting its energy-attention marketing by using approved vitamin B claims.
Red Bull will sell a limited edition camouflage-colored can from Memorial Day to Labour Day through military channels and retailers immediately surrounding bases.
Coca-Cola lost UK volume share in 2012, while Pepsi grew both its volume and value share and Lucozade and Red Bull’s success reflected growing consumer interest in functional drinks.
Red Bull tells BeverageDaily.com that Austrian blackmailers have threatened to contaminate the firm’s drinks with faecal matter if they are not payed off, but insists the firm 'is not and never will be susceptible to blackmail'.
Rexam says it will build on its already strong relationship with Red Bull by building a new £115m ($175m) specialty can plant with a 2.2bn capacity for the energy drinks giant in Switzerland.
Three crusading US politicians are demanding that top energy drinks and shots brands such as 5-Hour Energy, Monster, Rockstar and Red Bull provide them with data on ingredients and marketing claims.
Rexam is investing around £20m to build a fourth can line at its Austrian site devoted entirely to the production of packaging for Red Bull, which is also filled onsite.
The grandson of Red Bull’s recently deceased billionaire founder has been arrested in Thailand, after he reportedly struck and killed a police officer.
A recent slowdown in US energy drink growth rates could be due to the lack of innovation from brand leader Red Bull, as it fails to address the needs of ageing millennial consumers, one analyst suggests.
Red Bull has declined to comment on a successful UK High Court judgment that saw the judge rule that rival energy drink maker Sun Mark had infringed its trademarks with a beverage named ‘Bullet’.
Red Bull is launching a new variant of its eponymous energy drink with no calories, sugar or carbohydrates, adding to a limited product portfolio that analysts had identified as a weakness.
Over one and a half million cans of Red Bull have been stripped from western Indian shelves by a state level food regulator due to the caffeine content of products, according to our sister site FoodNavigator-Asia.com.
The co-owner of Red Bull, Thai business mogul Chaleo Yoovidhya, died of natural causes at the weekend, according to the nation's national news agency MCOT.
Simply filling a soft drink bearing a trademarked brand name does not itself violate an EU directive regarding use of that sign, according to the European Court of Justice (CJEU) in a high-profile ruling involving Red Bull.
Negative publicity concerning the possible adverse effects of energy drinks has only encouraged US energy drink growth in recent years, with consumers attracted by ‘edgy’ product positioning, but another formula is needed to boost growth.
Energy drinks giant Red Bull has accused Canadian firm Bullseye Beverages Ltd of infringing Red Bull trademarks and misleading consumers with its Bullseye Energy Drink.
While it might not be able to sustain its early “meteoric” growth rates, the energy shots market still has significant growth potential and can potentially target a far wider audience than energy drinks, market researchers have predicted.
The US energy drinks sector is continuing to generate ”quite remarkable” growth despite the depressing economic climate and high gas prices, according to the owner of Monster Energy drinks and Worx Energy shots.
Global energy drink leader Red Bull has taken a rare step back by withdrawing Red Bull Cola and Red Bull Energy Shots from the US market – but says it has no plans to withdraw the products from the other 20 markets where they are sold.
Yesterday a story on BeverageDaily.com and NutraIngredients.com implied that a recent European Court of Justice (ECJ) decision meant French authorities had the authority to remove Red Bull from the market if they had valid safety concerns.
A Red Bull video featuring a young boy watching a woman in fishnet stockings has been cleared by the UK advertising watchdog although the initial complaint prompted the company to pull the ad.
Minute levels of bisphenol A detected in drink cans pose no health risk to consumers, said beverage companies and a leading industry body as they rejected calls from an environmental group to ban the chemical.
Global energy drinks leader, Red Bull, says the recent rejection of taurine-based energy health claims by the European Food Safety Authority (EFSA) won’t have any bearing on its own claim-making.
Australia’s most populous state, New South Wales (NSW), is considering a ban on high caffeine energy drinks in the Red Bull-led sector, after its Primary Industries minister, Ian McDonald, highlighted products loaded with up to 15 times recommended caffeine...
Red Bull UK has been ordered to pay a record £271,800 for flouting regulations on the recovery and recycling of packaging waste over a period of eight years.
Decocainised coca leaf extract, which has been linked to the recent alleged discovery of traces of cocaine in some samples of Red Bull Simply Cola, will not face regulatory scrutiny regarding its wider use in formulations.
Red Bull says it is not concerned over an upcoming European Food Safety Authority (EFSA) review the use of ingredients like taurine and glucuronolactone in energy drinks and remains committed to EU expansion.
