Energy drink brand Red Bull has unveiled its latest limited-edition drink for the summer months.
Tapping into growing demand for flavoured energy drinks, The Summer Edition Curuba-Elderflower will start rolling out from 11 March in 250ml (RSP £1.60), 250ml PMP (£1.55), 355ml Sugarfree (£1.95) and 250ml Sugarfree four-pack (£5.00) formats.
The launch will be supported with a range of tailored POS to raise awareness in-store across all key touchpoints.
The flavour of the drink is described as a blend of “exotic curuba, rounded off with floral notes of elderflower to excite shoppers and drive trial.”
Last year’s Summer Edition, Juneberry, proved to be one of Red Bull’s most successful launches and the flavour has since been added to the brand’s permanent portfolio as The Blue Edition.
