Energy drink maker diversifies its product line for the first time EASTSIDE The bosses of energy drink heavyweight Red Bull think that the cola business is missing something.
Instead of the countless unpronounceable and decidedly un-natural ingredients in most mainstream sodas, Santa Monica-based Red Bull is going all-natural with its entry into the cola wars. Due out later this year, Red Bull Cola includes an array of ingredients not normally associated with soft drinks. The new drink primarily contains coca leaf and kola nut, but the list grows considerably more unorthodox after those time-honored elements. Some of the more interesting items include clove, pine, mustard seed and ginger.
Red Bull officials hope to hearken back to the “old days” of cola when things were more natural — and had more kick.
“Red Bull Cola contains no phosphoric acid, no preservatives and no artificial flavors. And it is the only cola that contains the original kola nut as well as coca leaf,” said Patrice Radden, Red Bull’s director of corporate communications. “Red Bull Cola has more caffeine and is therefore stronger than a traditional cola and has a unique composition of ingredients from 100 percent natural sources. All ingredients are listed on the back of the can.”
Red Bull released the drink earlier this year in Europe and company officials say it’s too early to determine whether or not the launch has been a success.What little reaction Red Bull has received has been “really positive from consumers and retail partners,”Radden said.Red Bull is planning a test launch in Las Vegas this summer with a national roll out expected later this year. Small 8.4 ounce cans of the beverage will be available in bars, restaurants and nightclubs and larger 12 ounce cans will be available in grocery and convenience stores.
Kastner and Associates, also based in Santa Monica, has handled all of Red Bull’s advertising to date and will handle the launch of this new drink. CEO Thomas Grabner said that his company has been with Red Bull since its inception in 1995 and looks forward to see how the introduction pans out. “There is a lot of PR around the launch,” Grabner said. “Just the fact that Red Bull is launching a cola is big news. No big advertising campaign is planned for it. It depends on the consumers and how they react. There is already so much buzz going around.”
While the drink comes years after the creation of Red Bull’s flagship product, the idea has been in the works for decades. Red Bull’s creator Dietrich Mateschitz came up with the idea for a cola around the same time the now iconic energy drink was conceived. He even developed the design of the packaging and has kept it under wraps for all these years.
“It’s a major step for Red Bull,” Grabner said. “This is the first time (Red Bull) has launched a different product.”
The company is quick to point out that its cola is not a new energy drink or an energy drink that tastes like cola. It stresses that Red Bull Cola should be considered a bona fide cola and will market it as such.
“If it tastes anything like it sounds, I’m not sure what to expect,” said Robert Ingman, while browsing the drink isle at Vons on Lincoln Boulevard.“Those ingredients sound kind of wild, but I’d be willing to give it a try considering it is from Red Bull. I’ve been drinking (the energy drink) for years.”
Originally published in the Santa Monica Daily Press print edition on April 16, 2008. Read the original PDF.