In 2013 Red Bull extended their product line to include 3
new flavors, or "Editions" as they are called. All the familiar
benefits of their classic energy drink were promised with a cranberry, lime,
and blueberry twist. The new drinks were well received by consumers and the
line was extended further in subsequent years to include even more flavors.
To determine the likelihood of a flavors success before
implementing a large-scale roll-out, small introductions were made in various
test markets to gauge consumer reception. Since initial launch - Red Bull
Editions have grown to a total of seven unique flavors. Check back soon for an
interesting post on Red Bull's failed "Simply Cola" product when we
discuss developing and managing products in Chapter 11.
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