The New Red Bull Editions Provide Same Energy as the Original, But in Cranberry, Lime and Blueberry Flavors; Will Launch Nationally in March 2013
7-Eleven, Inc. is getting new wings – Red Bull style. Until the end of the year, 7-Eleven, Inc. will be the only retailer to offer its customers the three new Red Bull Editions flavors at its participating stores. In red, silver and blue cans, the Red Bull Editions provide the same energy and functional benefits of the original, but with the taste of sweet cranberry, fresh lime and fruity blueberry, respectively. These are Red Bull’s first new flavor extensions.“Red Bull is one of 7-Eleven’s top-sellers and we are the largest U.S. retailer of Red Bull,” said Jesus Delgado-Jenkins, 7-Eleven executive vice president of merchandising, marketing and logistics. “As our guests look to refresh and re-fuel morning, noon and night, enthusiastic Red Bull fans can get their first taste of these new flavors only at our stores. The Editions from Red Bull will launch nationally in March, so we know Red Bull lovers will be eager to get their hands on them early.”
Energy drinks are the second largest beverage category in convenience stores and continue to gain share.(1) In 2011, 2.4 billion cans of energy drinks were sold in the U.S. – that’s 4,500 cans sold per minute. The energy drink category is projected by Mintel to grow 86 percent over the next five years to an $11.9 billion category in the United States. Red Bull continues to lead the category globally and is a primary investor in its growth.
7-Eleven will price the Red Bull Editions in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero.
About 7-Eleven, Inc. ?7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses more than 9,400 7-Eleven® stores in North America. Globally, there are some 48,000 7-Eleven stores in 16 countries. During 2011, 7-Eleven stores worldwide generated total sales close to $76.6 billion. 7-Eleven has been honored by a number of companies and organizations recently. Accolades include: #2 on Forbes magazine‘s 2011 list of Top Franchises for the Money; #3 spot on Entrepreneur magazine‘s Franchise 500 list for 2012, #3 in Forbes magazine’s Top 20 Franchises to Start, and #2 in Franchise Times Top 200 Franchise Companies. Hispanic Magazine named 7-Eleven among its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven received the 2010 Retailer of the Year honor from PL Buyer because of the company’s private-label brand initiative. 7-Eleven is franchising its stores in the U.S. and expanding through organic growth, acquisitions and its Business Conversion Program. Find out more online at www.7-Eleven.com.
(1) Nielsen Scantrak Data, latest 4.12 52 Wks Ending 8.11.2012
SOURCE 7-Eleven, Inc.