Red Bull to introduce an energy shot in 2009

Dear Red Bull.
Hate to inform you put to your coment about energy shots not having a Premium Shot well guess you havent seen Monsters new Hitman! And if you dont think Monster is a Premium Energy Drink Then I guess you are not looking at the Neilsen numbers cause Monster is taking a big bite out of your sales!!!!

Yes Monster is taking a "bite" out of Red Bull's sales but that's all it is, a bite. They are not number one in the US, Red Bull is and therefor is THE premium brand. I for one am glad to see Red Bull entering this new expansion of the energy craze. They are a great product and will continue to succeed.

Ahh, actually Monster 16oz IS the number one energy drink in US C-Stores. Red Bull is losing market share fast, as evident from their move to larger cans and the cola, and now the energy shot. They are grasping at straws to hold on to some of their customers.

That is the typical Red Bull arrogance and snobism that made them loose their market share. The energy shot category is lacking a premium brand? Yeah right. The energy shot category is already saturated and not lacking anything. You are LATE!

I would like to second Energized's comment and add along that Red Bull is on a different level. They created the energy drink market, everyone else is riding their coattails.

The characters of the two companies are completely different as well, while Red Bull creates its innovative brand image, Monster simply throws money at already established sports to try and promote themselves.

Let's see Monster top this:
http://www.marketwire.com/press-release/Red-Bull-911216.html

Monster is actually Hansen's Natural. They have copied everything Red Bull has ever done from marketing to extreme sports to delivery vans. They even go after Red Bull athletes. Has Monster or it's stockholders ever thought of anything on their own. Let's see Monster come up with a new sport or anything. Red Bull and Monster are in completely different leagues. The product is cheap for a reason. It tastes like any other cheap soda with 20 flavors. Wow!

Andrei- Please! you didn't top anything by that link. 100,000 people to watch soapbox racing! All the professional sports teams in the bay area suck! What else is there to do drink Red Bull Cola and eat sourdough bread! There is no brand image, You guys were non comformist for years until Monster Green started kicking your ass- then you come out w/ a 12 oz can!!! How about that enhanced water that red bull released a couple of years ago!

Every Red Bull I drink it revitalizes my image of them. They were first and continue to push the envelope, did anyone else check out Red Bull Can You Make It??? Monster has never and will never do anything like that!

I would like to add that Red Bull does not understand the fast pace U.S. market as seen by the lateness of new products introduction. Every beverage manufacture innovates a new brand/flavor per year. Red Bull is stagnant, once again, following a trend without taken a lead. They may lead in sales, but they are NOT innovators. As for Athletes, Shaun White was Mountain Dew, Red Bull waved $1.7million in front of him. Thats why he's a red bull athlete....

it is amazing how passionately people take sides.
Beverage Watcher said...
"Has Monster or it's stockholders ever thought of anything on their own"
and the answer is we'll they kind of have with the coffee energy drinks. Although the coffee line tastes absolutely awful, almost like someone dumped a few handfuls of instant into a monster can I bet none of you would complain if you had that kind of incremental sales! Monster is definitely a rickety old bridge, that looks a lot like everyone else. But hats off to them picking up a ton of business a few doors down while everyone else was getting paper cuts with shelf contracts in the energy door.
I also agree that the energy shot market is a flash in the pan, and Red Bull has certainly had a hard time even coming close to keeping cool with the "in" crowd. The Red Bull cola thing is about as European to me as the man thong. The cola & shot completely goes away from what Red Bull's foundation has been and yes, go completely away from what the old core of Red Bull has been. But at this point, Red Bull is so big that who cares if they take a few chances? Are a few nielson points really all that important to the 500 lb guerilla? I kind of doubt it-

Dear Beverage Whatcher,
You are about as dumb as they come!! Hansens is Just the owner of Monster not the Company that came up with it!!!! And Dont see many Surfing guys with Red Bull Logo on there Boards and Dony see many Rockbands with Red Bull on it So i guess Monster Copys Red Bull Uh!!!! All these People who Hate Monster are Just Mad that Monster is Taking all the Sales!! In the Latest Numbers I do Believe Monster is the Only Company out of hundrends of wanabe energy Drinks that grew more than the Catagory did on its own!! IE Red Bull Down 6% Rockstar Down 8% Amp is the only other energy drink that Grew and thats only cause pepsi was selling it at $15 a Case!!! Preety Sad!!!!! Oh by the Way The Red Bull Cola is Nasty!!!
PS:Juan-You are even more of a Dumb _ _ _!!! Miller and Bud not Beer!!!that says it all right there!!!!
PS: -Chuck-For your info Java Monster Doesent count on the nielson for The Monster Energy Line! it is totaly different!!!
thanks yall!!!

I don't know about anyone on this page but all this BS about being the best energy drink is garbage! Rockstar is by far the best energy drink on the market and is gaining market share and about to make a move to the top!! Mark my words... DRINK ROCKSTAR ENERGY SHOTS!!!! MONSTER,redbull copied ROCKSTAR they were the first premium energy drink to launch nation wide with shots!!!

Actually NOS was the first to distribute an 'energy shot' nationwide...It was introduced months before Rockstar, Monster, Full Throttle, etc's versions of the shots. I agree with the person that stated to 'watch out for NOS'. They are on to something good.

If anyone that post these comments have any knowledge of the beverage indistry Red Bull is the #1 yes I said #1 selling engery drink in the market. Why would a retailer not want Red Bull energy shot on there counter????? THEY WANT IT ON THE COUNTER because it is NUMBER ONE....please dont talk about this market if you dont know the market. After all the being said, I do wish that Red Bull would NOT come out with a energy shot. I feel that 5 & 6 hour energy should have there time to shine. I also feel that Red Bull, NOS, Hitman, AMP, Rockstar have no business trying to get a piece of this pie. But either way

I will say this I didn't Like Red bull when it First came out. But since I have been in the business of selling energy drinks monster taiste like cough syrup.The Coffees are even worse give me starbucks over those anyday and rockstar is a wanna be Red Bull and always will be I don't drink energy drinks to get energy cause Red bull 8.3 oz has the same amount of caffine in it as a cup of coffee. Its supposed to give you a quick boost and not sustain you for days like some people here want. If your wanting that do 5 or 6 hour shots. I feel that Red Bull entering this market is not ment for a few neilson points but to divesify the product. Red Bull Cola is natural and therefore some people can't handle it because of all the good stuff in it and not all that artificial crap to make it taiste good like pepsi or coke and yes it does do something for you to boost your energy level up for awhile. I do drink Red Bull and have for some time I was a Rockstar fan till I had a Red Bull. For those of you who do follow this Website I would suggest you look at its publication also. Beverage Spectrum October 31st issue. Red Bull was ahead of all other energy drinks by a considerable margin. But like rockstar and monster had to come out with 32oz cans. Does anyone need that much of an energy drink or do they just need to get more sleep and better exercise. My opinion is all on those. People are going to be loyal to the brands they drink and prefer. So here's to all who at least drink energy drinks. Cheers.

Why don't you guys try something original. With all the money you make.Just another M2 shot.
Taste Loud Truck Energy Gummmies. Great energy and they taste great.
Consumers want taste and easy to carry packs.

Unbelievable. Most of you guys are either just cheap salemen for Red Bull, Rock Star or Monster...or just plain stupid. NOS was the first energy drink to launch a shot nationally...six months before the pretenders decided to get into the game (guess they can read all the NOS press too). So listen, RUSS over at Rock Star...stop whining and figure out where your brand is going to live...now the MONTSTER has arrived to kick you out of the Coke system. And Red Bull...just keep on yappin about how you lead this and are number one at that. Game on boys!

To those that still want to hate on Red Bull. It is the only PREMIUM energy drink on the market. It is the only product imported, and therefore commanding a premium price. PLEASE do your research!

Does Red Bull have a surfer? Jamie O'Brien, Ian Walsh, Andy Irons, Kai Lenny, Kolohe Andino, Evan Geiselman, Gavin Gilettte...
A musician? there are so many sponsored artists! visual artists! DJs! Bboys!

It is all a copy of the original international energy drink! Maybe Red Bull decided to fill the whole in a market -- an energy shot done well!

Rock on Red Bull!

There will always be room for Red Bull on the counter. People will be just so stoked to see Red Bull has done something different they will pick one up[ for nothing more than pure curiousity. As for Red Bulls market share. Well I think any decline is more due to the economy and the lack of percieved value. People see monster, full throttle, and Rockstar as premium brands as well. But the price points of Red Bull vs the other precieved premium brands are way out of line. For instance.. Miller and Bud are percieved as equal quality level beers. And th3 price reflects this. Bud isnt 2 dollars more a 12 pack or vice versa.
As for Red Bull being an innovator. In the marketplace they havent been in thew way of consumer products for a while now. But in the way of marketing, merchandising, and pos they continue to lead the way. They are the first and only energy drink with a 2 and soon to be 3 car Nascar team. They own a soccer team. They invented Flugtag, X fighters, and the Air Race which is one of the highest attended sporting events in the world if not the highest. Also their red bull energy team who doesnt just go out and set up a table and say 'hey try this' They actually go out and look for consumers who they can educate on the benefits of Red Bull to them. Lets not forget their absolute refusal to cheapen their brand identity by sticking their logo on every or any cheap trniket. Oh and POS. The can shaped ice barrel, the electric barrel, The VV* cooler, All have been copied by every other energy drink. And they have a cooler that looks like an old school gas pump which hasnt been copied yet but im sure will soon.

Ok more thoughts in regards to market share. Its true Red Bull has lost market share but lets examine why. Years ago, there was Red Bull and a handful of other energy drinks. All 8oz, all $1.99. You could usually find them on a suction rack or stuck in a few rows at the top of the juice door. Flash foward to today where energy drinks emcomopass a whole a good part of the time. If not usually Coke, and Pepsi have a half to a whole door dedicated to them in their own coolers. I made the prediction years ago that no one energy drink could or would topple Red Bull. So the large companies such as Coke and Pepsi would SKU the marketplace to death so they would have a presence. And they have. What you may not know is Coke and Pepsi are now the major players in Energy drinks outside of Red Bull. Coke and Pepsi have several things Red Bull does not. One being leverage. Coke can tell a customer you must carry all of these energy brands and flavors in order to get a lower 20 oz price. Coke and Pepsi all have multiple mandatory coolers, display pieces, and vending machines which they can use to display any product they so desire. Coke and Pepsi also have exclusive distribution contracts with hotels, theme parks, colleges, cruise lines. All of which contributes to the erosion of Red Bull's market share. Why you may ask are Coke and Pepsi in the energy business? Profit of course. They do not make money selling you a 12 pack of Sprite. Teas, coffee drinks, premium waters, and Energy drinks are where the profit margain is at. In spite of all of these disadvantages, Red Bull incredibly remains the top dog. In closing, Red Bulls piece of the pie is smaller than it once was. But its alot bigger pie than it ever was..With a helluva alot more pieces!

Keep an eye on NOS. They are quitely buiding a strong brand, and connecting with the consumer.

The Bull will dominate the energy shot category just like they do the ED category. They will capture 50% market share in no time. Sorry 5 hour energy drink, your days are numbered.

Remember: The Thai version of RB is the original energy drink. Note to the also-rans: Get out of the way before you get hurt! Its time for the Big Dog to feed!

Updated Nielsen numbers: RB is sales leader, Monster is volume leader....

http://monsterfinance.wordpress.com/2008/09/24/hansen-natural-mid-quarter-update-september-23rd-2008/

RB shot launches in January. By then, cash-counters will already be crowded with 5-Hour, 6-Hour, Monster Hitman, Rockstar shots, NOS Powershots, Amp shot, plus any other indie brand dumping their me too-brand for next-to-nothing because they regret having entered this category. My question is, why the heck would a retailer bring in the RB shot? There's no room for it. The other established shots are moving like crazy, and the RB shot will undoubtedly be the most expensive one. It will probably also be an 8oz RB in a shot, which means you gotta down 5 of them to get the energy equivalent of a Redline shot. This thing has got no selling points other than a strong brand that noone cares to see at the cash-counter..

Hansens are a packaging company like the Arizona tea dudes. Hansens will throw anything into a can to see if it sticks! MONSTER, ROCKSTAR and the like are SODA's and not real energy drinks. Just like Bud and Miller are not real beers. Red Bull is a fine product, it works and has stood the test of time. There is just -ONE better! (You will eventually discover it!)