Energy drink brand Red Bull has announced the launch of a line of organic sodas made with natural ingredients. ORGANICS by Red Bull is comprised of four flavors of soda and will be available starting April 2.
The flavors in the line include Bitter Lemon, Ginger Ale, and Tonic Water. Simply Cola, the only caffeinated beverage in the new line, is made with a blend of natural kola nut, cinnamon, and ginger extracts. It contains 32 mg of caffeine, about a quarter of the amount in the brand's eponymous energy drink, and is made with sugar, not corn syrup.
This new line is a clear break from Red Bull's previous branding. The development of the new sodas not only shows that the brand is “embracing its frequent role as a cocktail mixer,” according to the News & Observer, but it also shows that Red Bull is attempting to capitalize on America’s ever-increasing desire for organic products, specifically organic beverages.
A recent report from Grand View Research estimates that the global organic beverage market is expected to grow at a rate of 13.1 percent over the next nine years, reaching a projected $55 billion by 2025. Another recent report from Allied Market Research found that organic beverages accounted for about three-fifths of the 2015 global organic food and beverages market, noting that the trend is expected to be maintained over the next five years.
The sodas also take advantage of the ever-growing craft soda market, which is now a $541 million industry, according to 2016 data from Beverage Marketing.
The products are being launched in two regions – San Diego County and one area of North Carolina – and will also be available nationwide via Amazon. The company told BevNET that this decision stems from San Diego’s “appreciation for wellness, lifestyle, organic and premium consumer products,” and the “bustling food scene and appreciation for craft beverages” in North Carolina.
Red Bull, which is an Austrian company, launched the products in Austria in June of last year.
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