More than 8 million YouTube viewers watched daredevil Felix Baumgartner plummet at the speed of sound from 24 miles above Earth to a lonely spot in New Mexico. And you can bet that every one of them – along with the zillions of others who watched or read about it after the fact – noticed the Red Bull logo plastered on his spacesuit thanks to the company’s major financial investment in making the space drop occur.
It was a giant step (literally) for sports sponsorships, one that likely inspired more than a few of those watching at home to sample the brand. And now Red Bull is offering up a few more flavors to help folks feel a rush of their own (though not as likely as powerful as the one Baumgartner felt). However, if consumers want to have a taste of the new flavor and can’t wait till next spring when they are released on a wider scale, they’ll have to go to a 7-Eleven.
The convenience store chain has signed a deal to become the sole distributor of Red Bull’s first three flavor extensions, through the end of the year. The drinks, in red, silver and blue cans, will “provide the same energy and functional benefits of the original, but with the taste of sweet cranberry, fresh lime and fruity blueberry.”[more]
Energy drinks were a $9 billion business in the U.S. last year, in no small part due to the partnership between Red Bull and 7-Eleven. “Red Bull is one of 7-Eleven’s top-sellers and we are the largest U.S. retailer of Red Bull,” stated Jesus Delgado-Jenkins, 7-Eleven EVP 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.”
And 7-Eleven will be eager for those consumers to get their hands on some Red Bull, too — even if energy drinks are getting some bad PR recently due to “recent claims that drinks made by Monster Energy could be responsible for five deaths,” according to the Financial Times.