Red Bull is energising its range by launching Red Bull Tropical Edition.
Tropical Edition is available in both £1.19 price-marked and non-price-marked 250ml cans and four can multipacks, RRP £4.49.
It is supported by a marketing campaign including social media and sampling activity.
Over 50,000 customers will have a taste at the brand’s own summer events, Red Bull Air Race and Red Bull Soapbox.
Tropical Edition is Red Bull’s best-selling edition in the US, Canada, Austria and Germany.
Ed Whitehead, strategy & planning manager at Red Bull, said: “Tropical Edition will offer stand-out on shelf with its distinctive yellow can and the tropical taste is a hugely popular flavour following the recent focus on Brazil.”
Red Bull recommends that retailers stock Tropical Edition next to the other editions in the freezer for maximum shelf standout.