Yesterday’s announcement that Red Bull are launching a range of organic mixers made me sit up and take notice. This is the most high-profile organic brand launch in the UK for many years.
In market terms it makes sense. Organic sales have been in sustained growth for the last six years and have now passed their pre-economic crash level. According to Kantar Worldpanel sales of energy drinks are in decline for the first time in five years : sector market value has fallen by 3.7% to annual sales of £227m. So a good time for Red Bull to enter a different, growing sector. There are four flavours – Cola, Bitter Lemon, Ginger Ale and Tonic Water – all made with ingredients “from 100% natural sources” – and an rsp of £1.29 for a 250ml slimline can. That is quite a generous portion size to go up against market leader Fever Tree, who sell in a 200ml glass bottle with an rsp as low as £0.70.
I am heartened by this launch, as clearly Red Bull’s research has indicated that a youthful demographic will respond positively to an organic proposition. I am intrigued by the ingredients “from 100% natural sources” statement. I wonder if guaranteed natural is actually a more motivating proposition than organic. I know from client research I have seen that natural has in the past been a very motivating claim. However now that the starting point of getting a supermarket listing is to be all natural maybe this is a way of going one step further.
I will certainly look out for these cans when they arrive in the UK later this month, they are apparently already on sale in Austria. Am I bitter about having helped to launch a range of organic mixers into Sainsbury’s 18 years ago only to see them die a death? Only a little bit: we were ahead of our time. I hope this new range from Red Bull does so well that other FMCG giants will realise that now is a great time to launch mainstream organic ranges. And it should be good for sales of organic spirits…