C&C Management Nov 16

BURSTiNG to be on your shelf...

PRICE MARKed PACK - AVAILABLE IN FOUR FLAVOURS

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

[ CHRISTMAS DRINKS – SOFT DRINKS ] December – more than double the category’s 16% increase.

Promotional activity is taking place throughout the preChristmas period for the brand on the entire range, and the White Grape and Red Grape 750ml bottles are exclusively available through the wholesale channel as a £1.69 PMP. Furthermore, added-value wholesale deals will provide retailers with the opportunity to offer customers the Shloer PMPs at a £1.29 price point.

The festive energy flow Red Bull has identified several areas of opportunity over the festive season. Single can sales can benefit from the on-thego market, with Red Bull consumers having the highest spend per buyer over the Christmas period versus other sports & energy ranges (KWP), so retailers are advised to keep their chillers stocked with Red Bull Original 250ml, Red Bull Sugar Free 250ml and Red Bull Original 355ml.

The party season also sees an increase in multipack sales, with 19% more shoppers buying Red Bull multipacks at Christmas – the Red Bull Original four-pack and six-pack, and the Red Bull Sugar Free four-pack are the top three multipacks in growth within sports & energy (IRI).

Go Sugar Free this Christmas!

The addition of Orange Edition to Red Bull’s portfolio this year will also drive spend. “By offering both great taste and choice, flavour remains a key opportunity to bring new shoppers into the category, especially when looking at Christmas mixers,” explains category development manager Rich Fisher.

He also recommends that wholesalers consider the spike in demand from the on-trade: “Red Bull is a must-stock for licensed outlets, with 69% of consumers visiting the on premise over the Christmas period (CGA) and Red Bull selling 70% more in the week before Christmas than the average week. Wholesalers should ensure Red Bull is merchandised alongside other soft drinks targeted at licensees,” he advises.

Over the festive period, Red Bull is supporting activation in stores and depots with PoS material that includes shelved displays, pallet wraps and 3D pole displays.

South-East Asian drinks brand Carabao has entered the UK energy drinks market. Partner company Intercarabao has launched the 325ml energy drink nationally, with exposure helped along by its top-tier sponsorship of Reading FC and Chelsea FC. Available in Original and Sugar Free variants, with an rsp of £1.19, the new line is backed by a multi-million-pound integrated marketing campaign.