This article has been produced and shared by Red Bull.
Seasonality is key when looking at new and limited-edition launches, considering flavours and styles of soft drinks that shoppers gravitate to at certain times of the year and Summer is a key time to engage with the influx of shoppers looking for hydration, using NPD to drive excitement, trial and incremental sales. With penetration peaking in the month of July as more consumers are on-the-go, not only do we see a growth in shopper numbers, but shoppers also make more trips in the summer vs the average month in the year[1].
Functional Energy, specifically, is a core category for wholesalers during the warmer months, driving nearly half of all Soft Drink growth in Impulse across the summer of 2025[2]. And Flavours are an integral part of this. Shoppers, increasingly driven by social media driven trends, relish the opportunity to try new flavours within the category. Wholesalers need to consider how they ensure they have the latest flavours as early as possible – to drive retailer purchase decisions and make sure they don’t let these flavour-seekers down.
As shoppers buy into the segment more frequently and spend more, nearly one quarter of the population is now buying Flavoured Functional Energy[3] and Red Bull Editions have been a driver of this success, with shopper numbers growing +14% YoY as the portfolio and demand grows. Plus, these limited editions and NPD have been largely incremental, with 1 in 4 Red Bull shoppers now only buying Editions, meaning the portfolio is building exclusive buyer groups[4].
With a continued focus on seasonal occasions and flavours, Red Bull has launched its latest Summer Edition – Citrus Zest. Available now through all routes to market, new Red Bull Summer Edition Citrus Zest is bursting with the invigorating flavour of Sudachi Lime, a small green acidic citrus fruit, originating from Japan, encased in a striking yellow can, for ultimate shelf stand-out.
With 66% shoppers saying a Citrus flavoured Energy Drink would be appealing[5] and 46% of lemon carbonate buyers under 28 years old[6], Red Bull hopes to replicate the success of last year’s Red Bull Summer Edition, White Peach which was one of the most successful NPDs across total FMCG in 2025[7].
This new Summer launch is part of Red Bull’s Edition seasonal strategy, with each anticipated launch creating bigger and bigger seasonal excitement. It follows Red Bull’s first Spring Edition, Cherry Sakura, which entered the market in February and is already proving popular. With NPD performing extremely well for the brand, the continued expansion of the portfolio has also helped Red Bull’s existing Editions range to grow incrementally[8], making the latest Summer Edition a must stock as the days get warmer and longer.
One of the key formats of the latest launch will be the 473ml can, which Red Bull is rolling out more widely across its portfolio to deliver a trade-up option for more loyal buyers. The original 250ml can is the ideal entry format for shoppers, delivering an accessible size and price point, which has helped to grow its shopper base. However, as shoppers become more engaged in the brand, we see a shift to larger cans, with shoppers most loyal to the 473ml can format[9].
Red Bull Summer Edition Citrus Zest is also available in single 250ml (plain and PMP) and single 473ml PMP cans.
To support the launch, Summer Edition Citrus Zest will be the focus of a ‘Summer Shutdown’ marketing campaign from June, which will inspire the nation to get their work done so they can have some fun! Tying into key summer events, including the FIFA World Cup, summer festivals, pub gardens and Red Bull events, activity will be driven through OOH ads and social media, as well as sampling to drive trial.
[1] (Around 10% more trips on average) Worldpanel by Numerator, Take-Home, Total Coverage, 52 weeks to 5th Oct 2025
[2] Nielsen Scantrack, Total Impulse, 12 weeks to 9th August 2025
[3] Worldpanel by Numerator, Combined Panel, 52 weeks to 5th Oct 2025
[4] Worldpanel by Numerator, Take-Home, 52 weeks to 13th July 2025
[5] Vypr Flavour intent 252 responsents Jan 2026
[6] Ahead of category average – Worldpanel Take Home | Total Carbonates | Flavour Penetration | 52w/e data to 5th Oct 2025
[7] Nielsen Total FMCG data to 06.12.2025 (excluding Health & Beauty)
[8] NIQ Scantrack, Total Coverage, 52 weeks to 27th Dec 2025
[9] Kantar Take-Home Panel 52 week to 20th April 2025
