7-Eleven to Offer Exclusive Tropical Red Bull

Limited-edition yellow can joins red, silver and blue lineup

Published in CSP Daily News

DALLAS -- 7-Eleven Inc. this summer is offering an exclusive, limited-edition Red Bull flavor. The Red Bull Summer Edition will be available July and August at 7-Eleven convenience stores across the United States and Canada, providing the effect of Red Bull Energy Drink with the new flavor of tropical fruits.

In a sun-yellow can, The Red Bull Summer Edition joins the Red Bull Red (cranberry), Silver (lime) and Blue (blueberry) Editions that the energy drink company launched last year as the first change to its well-known flavor.

"The Red Bull Summer Edition is another way we can offer a new product, exclusive to us for a limited time only, that makes 7-Eleven a summer destination for our guests," said Jesus Delgado-Jenkins, 7-Eleven executive vice president and chief merchandising officer. "Red Bull is one of our biggest sellers, so this should be an incredible summer offering."

As part of the program, consumers 18 years of age and older will be invited to share a photo or video of their best summer sports trick for the chance to earn an experience with a Red Bull athlete chosen by Red Bull, including skateboarder Ryan Sheckler, surfer Jamie O'Brien and BMXer Garrett Reynolds. The contest will run July 2 through Sept. 2.

The Red Bull Summer Edition performed extremely well with U.S. consumers during taste tests, the companies said.

The 12-fluid-ounce Red Bull Summer Edition will be priced in line with Red Bull Energy Drink and the 12-fl.-oz. offerings including Red Bull Sugarfree and Red Bull Total Zero.

7-Eleven, Dallas, operates, franchises or licenses more than 10,300 7-Eleven stores in North America. Globally, there are approximately 53,100 7-Eleven stores in 16 countries. During 2013, 7-Eleven c-stores generated total worldwide sales close to $84.5 billion.

Part of CSP's 2014 Convenience Top 101 retailers