Red Bull’s wings get miniaturised as it introduces Red Bull Energy Shot

Red Bull has introduced a Red Bull energy shot.

The 60ml shot, which Red Bull says contains the same amount of energy as a 250ml can, is available in regular and sugarfee. It is non carbonated, has less liquid and does not need to be chilled, which offers new usage occasions to consumers.

According to Red Bull, the USA energy shot market is booming and is expected to be worth in excess of $500m by year end.

Matt Hollier, head of off trade for Red Bull, said: “Red Bull’s entry into the shot category will grow our consumer base by introducing a premium shot from a trusted brand, while engaging new consumers, creating new consumption occasions and delivering incremental business for retailers.

“Consumers look at Red Bull as the signpost of the category and trust the brand to deliver the energy they want when they need it most.”

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