5-hour Energy Improves Shot’s Taste

The 5-hour Energy line-up.  As stated in a press release, all their energy shots will undergo taste improvements this year. Image couresty of 5-hour Energy's twitter page.
The 5-hour Energy line-up. As stated in a press release, all their energy shots will undergo taste improvements this year. Image couresty of 5-hour Energy’s twitter page.

Taste exists as the primary and most crucial hurdle for consumables to overcome.  Even with marketing support, no product could sustain success if they produced really bad-testing drinks.  5-hour Energy kicks off 2015 by announcing that they’ve improved on the taste profiles for their entire line of energy shots (link here).

If 5-hour Energy has been able to find sustained success the past 10 years, their products could not have tasted that bad.  This is merely a product tweak, though an important change since it affects their total energy shot portfolio.  After improving flavor profiles, 5-hour Energy will be a better position to leverage their insights around demographics (targeting women & seniors) and frequencies (usage occasions and mixing opportunities).  That said, no one can equally focus on three different priorities.  So what should the energy shot provider do first: grow their customer base by targeting women & seniors, or increase consumption among their current customers?

Related post: 5-hour Energy’s Quest for New Growth

It seems like the answer was part of the statement by their director of communications, Melissa Skabich.  Here’s a partial statement from her:

“The message is clear. Our customers want an energy shot that tastes great, and we’ve given them what they’ve asked for,” said Melissa Skabich, director of communications for 5-hour Energy. “The new and improved taste of 5-hour Energy shots is a testament to our ongoing commitment to always improving our product, and we’re extremely proud of what we’ve created.  Fans of 5-hour Energy shots won’t be disappointed because we still offer the same 10 great flavors, as well as decaf,” Skabich added. “We’re optimistic that the better-tasting product will result in increased demand through the existing and new user base.”

Even as Skabich mentions existing user base, it would be clear that this is more about growing the new user base.  After all, there is only so many energy shots a single consumer can drink.  There is stronger growth potential for 5-hour Energy by targeting new demographics.  In fact, changing the taste is positioning them to reach new consumers more than satisfy brand loyalists.  Current customers will be rewarded with better tasting shots, but the priority is to attract new users.

Marketing to new users could prove more difficult than increasing consumption from their loyal customers, though the payoff will undoubtedly be more rewarding.  Following their Yummification campaign, 5-hour Energy already understands when people use their shots and what tastes delicious when mixed with it.  Leveraging these insights, they can target women & seniors through advertising or in-store coupons or bundled products.

5-hour Energy says they will be launching a new national advertising campaign in February to market the energy shots’ new and improved taste.  Be on the lookout for what would appeal to women and seniors, as it’s likely that the campaign may cater to them just as much as it caters to their current customer base.

5-hour Energy's Yummification contest from 2014.  Through this contest, the energy shot manufacturer was able to uncover new usage occasions and great refreshments to mix with the energy shot.
5-hour Energy’s Yummification contest from 2014. Through this contest, the energy shot manufacturer was able to uncover new usage occasions and great refreshments to mix with the energy shot.
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5-hour Energy’s Quest for New Growth

The 5-Hour Energy Shot Line-up
The 5-Hour Energy Shot Line-up

It seems that the craze over energy shots have died down since 2012 and left 5-Hour Energy as the last company standing.  That shouldn’t be a surprise since existing consumers were fiercely loyal to the brand, to the extent that offerings from energy stalwarts like Red Bull and Monster failed to sustain sales in this segment.  After winning the battle for energy shot supremacy, 5-Hour Energy still faced challenges toward reaching a wider array of consumers.  The energy shot manufacturer need to reach other demographics to continue growing.  That spawned line extensions to reach women, as well as sampling events to reach seniors. This past summer, the company ran a “Yummification” campaign to leverage 5-Hour Energy as a mixer (BevNet’s Ray Latif has an in-depth look at the campaign here).  While all companies have growth barriers, what has 5-Hour Energy done differently to overcome these growth challenges?  And beyond its success, what other opportunities exist for them in the foreseeable future?

It would appear that targeting women and seniors are components of an overarching 5-Hour Energy growth plan, and the strategic objective is to increase consumption.  Reach new demographics isn’t all that different from what other companies do, so catering to women and seniors are not all that unique.  What is unconventional is their “Yummification” campaign.  5-Hour Energy recognized that taste was a blockage that would not be solved despite their efforts to highlight product benefits.  The “Yummification” campaign leveraged fans’ creativity in a contest to create recipes for mixing 5-Hour Energy with other beverages (mainly non-alcoholic ones) to lessen the medicinal taste.  As a side benefit, this contest required submissions through YouTube helped generate a lot of media exposure.  Beyond media impressions, the campaign showcase new usage occasions for 5-Hour Energy.  Contest submissions advertised concoctions to refresh the user during athletic training, waking up, and gaming among many others.  Athletic training, waking up, and gaming are occasions typically paired with other refreshments, such as sports drinks, coffee, and juice & water.  Energy drinks – let alone energy shots – seldom enter the conversation as refreshments during these times.  However, it looks like that will change following the success of their “Yummification” campaign.

5-Hour Energy's Yummmification Contest.  Courtesy of blog.5hourenergy.com.
5-Hour Energy’s Yummmification Contest. Courtesy of blog.5hourenergy.com.

Beyond the campaign’s success, it seems 5-Hour Energy has uncovered business opportunities that they were previously unaware of.  Serving as an ingredient as well as a standalone product gives them many more opportunities to sell itself.  Beyond the regular activities to feature the product as a strong standalone product, mixing the shot with other beverages now gives 5-Hour Energy many cross-promotion and marketing opportunities.  5-Hour Energy could try securing displays in the juice aisle to forge a stronger bond with the juices that could be mixed with their product.  Or secure displays in the coffee aisle to convert or steal coffee consumers.  Regardless of displays or other in-store activation tools, many opportunities have emerged to continue delivering growth momentum.

Judging by the potential that this campaign could provide to 5-hour Energy, it’s a surprise it took them so long to come up with it.  It may be the fact that the segment was riding a hot growth trend that nullified the need for marketing support.  Or that negative media surrounding energy drinks required more immediate attention than developing a sustained growth strategy.  Whatever the case, the campaign has now happened and translated fantastic success.  The one downside is that the campaign won’t be repeated, as said by Brandon Bohland, a special markets manager at the company.  Which means that the recipes submitted for the campaign are the only ones that will exist for the foreseeable future, until 5-Hour Energy creates other contests calling for recipe creations.

Visit 5hourenergy.com/yummification to see the videos and recipes for their Yummification contest.

Red Bull’s Story of Thanksgiving

Red Bull’s “The Story of Thanksgiving”. Courtesy of ispot.tv.

Has you seen any Red Bull’s “Gives You Wings” commercials?  Of course you have, they have been running these cartoon-like commercials over the last few years.  Their latest take “The Story of Thanksgiving” puts a little humor on the how turkey became the holiday’s traditional meal.  A very simple and humor-filled ad, yet it gets the message across beautifully.  Here’s the ad below:

Similar to hearing the five-note melody define Coca-Cola, or seeing the golden arches define McDonald’s, most people are aware that this is a Red Bull commercial once they see the white background and cartoon-like figures.  We recognize who the advertiser is, and what product is being marketed.  Beyond recognition, the communication and message is simple.  Using humor, Red Bull is showing us how the turkey became the traditional Thanksgiving meal because it could not fly away like the pig, cow, or sheep.  Of course, this is ignoring the historical accuracy on timing and geographical references.

A smart way for the energy drink beverage manufacturer to insert itself into holiday conversations.  This commercial serves multiple purposes.  For one, it brings Red Bull’s “Gives You Wings” to life in a comical manner.  The advertisement clearly shows that without Red Bull and “wings”, the turkey could not escape disaster, bringing us all the enjoyment that we have enjoyed for so many years.  On a more intrinsic level, it reminds consumers to drink Red Bull to stay alert this holiday season.

Red Bull’s “Story of Thanksgiving”. Courtesy of ispot.tv

Very simple message (drink Red Bull this Thanksgiving) that also served a dual purpose to deliver humor.  While this commercial was targeted toward the American market, it could just as well have ran during the Canadian Thanksgiving holiday in October.  However, the likelihood of Red Bull centralizing their marketing communication for both Canada and the U.S. is fairly low, thus this ad only catered to the American consumers.

Does this help reinforce the Red Bull image of being your energy drink of choice this holiday season?

Red Bull Launches New Product: BULL Energy Drink

Courtesy of BevNet.com - the new Red Bull
Courtesy of BevNet.com – the new Red Bull “Bull” Energy Drink.

Thanks to a tip-off from BevNet.com, we learned that Red Bull North America has quietly released a new limited edition orange-flavored energy drink (BevNet article here).  The new 8.4oz (250ml) energy drink is closely linked to soccer, predominantly available in sporting venues where soccer is the main attraction.  After launching beverage innovations in other areas, it appears that Red Bull has returned to exert their influence within energy drinks.  With failed experiments at penetrating soft drinks (with Red Bull Cola) and energy shots (with Red Bull Energy Shots), the renewed focus toward energy drinks is a welcome sign for the energy drink manufacturer.

However, why was this product launched without much publicity?  It took consumers to bring up this launch in order for BevNet to squeeze more information out of Red Bull.  Even a search through google has revealed no information nor any high quality images for this product as of yet.  Is this a new launch plan that Red Bull is trying out, where they offer different flavors in limited duration?  Is this even a good strategy given their strength and associations with “energy”?

Red Bull’s latest launch carries with it the discussion of “Push vs Pull Marketing”.  With consumers searching out more information on the BULL energy drink, Red Bull may have effectively created new consumer demand for this innovation – hence the manufacturer’s “pull” tactic.  Regardless of intent, they have transformed their brand loyalists into advocates for the new energy drink.  And instead of selling it into retailers and sacrificing shelf space for a new extension (the manufacturer’s “push” tactic), the consumer demand may help put this drink in the fridges and cooler vaults at the expense of Monster, Rockstar, or a host of other energy drink manufacturers.  Even if the target was for sporting venues exclusively.  If this is a new introduction strategy that Red Bull is trying, then it has been successful at generating buzz.

The question on whether this is a good strategy is a tougher one to answer.  Even with the product launch deemed a success, the question on how much more successful it would have been with marketing support remains.  Given that Red Bull and “energy drink” are synonymous like Kleenex and facial tissue, or Colgate and toothpaste, or Band-Aid and adhesive bandages, why do they not leverage on the strength of their brand name?  The equity of the Red Bull name carries with it easy access to retailer distribution and a profit premium.  The fact that the product’s packaging bears minor resemblance to Red Bull starts an entirely new discussion on what Red Bull is trying to do here.  Per the BevNet article on the different look of this product, could Red Bull be attempting to create sub-brands or sub-segments within their product portfolio?  Or are they trying to be show off more brand personality with the whimsical packaging?  Certainly thought-starters for a different day.

What we know so far is that after the foray into soda and energy shots, Red Bull has hit home runs with their energy drink product launches.  Red Bull Total Zero and Red Bull Editions should have generated incremental sales to their beverage franchise without much cannibalization.  Should the BULL energy drink become a staple, chances are it will be a success as well.

Canadian Grocer re-post: Partnering to Win in Energy Drinks

Despite media coverage that has focused on the adverse effects of energy drinks over the past year, the category has continued to gain value and deliver profits for retailers and manufacturers alike.  Part of this can be attributed to consumers wanting what they’ve been told is off-limits to them.  The other part is a result of smart category management by retailers and manufacturers.

Retailers are no longer listing any and all energy drink innovation brought to them by manufacturers to capitalize on the energy drink wave.  Instead, they are looking for products that play defined category roles to complement their retail selling strategy.  They are searching for a total category solution that will help drive sales for both the category and the retailer.  They may also be looking for a manufacturer to partner with to drive the strategy specifically for energy drink products.  As such, the previous shelf sets that were littered with fewer facings and broader selection has now been somewhat streamlined to increase product facings of a narrower product assortment.  Carefully defining their specific category strategies has helped retailers decide on how much and what to carry.  For example, Loblaw has a wider product selection compared to Walmart.  While both retailers carry the top products, that is where the similarities end.  Walmart only has the top sellers within those specific brands while Loblaws carries more variety within those energy drink brands and some additional products.  Walmart’s category strategy for energy drinks may be more indicative of a routine purchase, while Loblaws strategy exhibits more of a destination focus.

Manufacturers are also bringing deeper insights to the table to showcase the strength of their beverage brands and how they align with the retailer’s go-to-market strategies.  With key discoveries on consumption habits and similarities with a retailer’s core shopper, the manufacturer is showing the buyers that they have a strong understanding of where category growth is coming from and how to target the most profitable demographics.  A key example may be the energy shot segment’s growth fueled by 5-Hour Energy.  Expanding on their marketing platform of alertness without the caffeine crash, the product has recently been marketed toward seniors that require an energy boost.  Understanding the insight that seniors are not ready to slow down and also crave energy boosts has led to distribution gains within pharmacy centers and shelf space next to winkle cream and nutritional beverages.

The 5-Hour Energy line-up.  Some targeted toward women, others toward seniors.
The 5-Hour Energy line-up. Some targeted toward women, others toward seniors.

As the Canadian retail landscape continues to change, profitability is top of mind for everyone – not just beverage manufacturers.  Collaboration between the manufacturer and retailer becomes progressively important to ensure that the product categories are effectively managed.  If a retailer has not partnered with their core categories’ manufacturers, now is the time to start!

Starbucks Fixes Segment Blurring Problem

The three flavors of Starbucks Refreshers: Raspberry Pomegranate, Strawberry Lemonade, and Orange Melon. From blogs.starbucks.com.

Last July, Starbucks had a big media push when they launched their handcrafted Refreshers in their coffee locations with two flavors – Very Berry Hibiscus and Cool Lime.  These two flavors were also made available through their VIA line of at-home self-serve packages.  Most recently, they have followed up the handcrafted beverage offering launch by introducing three packaged sparkling beverages launch.  Joining the handcrafted and VIA Refreshers are: Raspberry Pomegranate, Strawberry Lemonade, and Orange Melon.  From their U.S. website, here is the product page for the Refreshers.  The launch of these packaged offerings created a problem for Starbucks and retailers alike: segment blurring.  Segment Blurring occurs when products within one segment encroaches on products from another segment.  Since the Refreshers are made with green coffee bean extract, should they belong in the coffee section?  Or does it belong in the energy drink section?

According to Kevin Reid – Director of Beverages – in an interview with Canadian Grocer these new beverages belong in its own section.  It appears that Starbucks anticipated the problem as a result of this beverage innovation.  By extracting the caffeinated energy content from coffee beans to make energy drinks, they understood that retailers would have difficulty fitting it into one section.  As such, the interview suggests that retailers create a specific area to group all the Starbucks products together in order to make it easier for the shopper to locate any Starbucks products.

A Starbucks branded supermarket endcap with the dark wood trim and faux-tile backsplash. From online.wsj.com.

Why should a retailer agree to a dedicated Starbucks section?  It turns out this makes sense in more ways than one.  Starbucks products are “destination” drivers in their own right given the coffee giant’s standalone retail locations.  Customers consciously choose to go to Starbucks coffee locations to purchase their Starbucks coffee.  Lending support to re-create this destination experience in grocery retailers is that customers expect to find all Starbucks products when they visit a Starbucks outlet.  Over the years, Starbucks has complimented their handcrafted beverages by stocking packaged coffee beans, beverage holders, and CDs in their branded stores.  Finally, Starbucks’ willingness to invest in décor for the grocer’s coffee aisle demonstrates their dedication to replicate the signature experience everywhere.  Starbucks understands that developing the Starbucks cafe experience requires a collaborative effort and has indicated they are willing to give the retailer Starbucks-type shelving.

Would the retailer be open to more Starbucks innovations in the future?  The Canadian Grocer interview reveals that retailers have been pleased with Starbucks sales.  And as long as Starbucks maintains its demonstrated collaborative efforts, retailers would certainly welcome more Starbucks products to help build grocery trips and baskets.

7-Eleven and Red Bull’s Christmas Partnership

courtesy of Path to Purchase Institute

Earlier in 2012, Red Bull revealed that they would be launching three new energy drink flavors in March 2013: Cranberry, Lime and Blueberry (BevW’ire’s analysis on why these new flavors will be successful can be found here).  While those attending the NACS show in October were able to sample the  new flavors during the announcement, others have not been so lucky and would have to wait until March.  Fortunately, 7-Eleven and the energy drink manufacturer partnered to participate in an exclusive holiday program where the three new flavors (named the “Editions”) would be available nationwide in the U.S. convenience chain during Christmas.  Will this action set a precedent  where Red Bull launches their beverages in certain retailers exclusively for a short time period before releasing it to all grocery, convenience and merchandising retailers?

courtesy of Path to Purchase Institute

courtesy of Path to Purchase Institute

Based on 7-Eleven’s execution to support this exclusive arrangement  it looks like the collaborative effort has been beneficial for both partners.  7-Eleven not only provided the typical cooler barrel, cooler clings, shelf danglers, but also supported the launch with outdoor banners, social media activity, and free coffee promo offers.  With the strong support levels 7-Eleven provided, it would not be surprising to see Red Bull take part in exclusive arrangements again with 7-Eleven.  After all, 7-Eleven is the largest U.S. distributor for the energy drink, and the caffeinated beverage is one of the retailer’s top moving products.  This arrangement may not happen as easily with other retailers, since they would not have the same reach despite it being a fast moving product.  However, the answer may ultimately depend on whether both parties can benefit from this exclusive arrangement, and whether the energy drink was supported to the same extent.  It may stand a stronger chance being a convenience or petroleum-bar retailer than grocery customers since beverages are a larger part of their daily business.

courtesy of Path to Purchase InstituteCan this type of exclusive partnership happen in Canada?  While exclusive beverages are not uncommon, the number of retailers in Canada are much smaller than in the U.S.  The American retail system is much more fragmented than the Canadian retail landscape.  This means that foregoing business with one retailer would be more detrimental to the manufacturer in Canada than in the U.S.

As retailers and manufacturers continue to partner up in efforts to attract consumers to their locations, the probability of finding products offered exclusively can be quite high in the U.S., but not just yet in Canada.  Of course, if the same level of support was provided, there can be exceptions in the U.S. as well as Canada.

Canadian Grocery Re-post: Gas Pump Vending Machines Coming Soon?

Gas Island Vending Machine. Courtesy of vendgogh.com
Gas Island Vending Machine. Courtesy of vendgogh.com

Recently, the American publication Vending Times reported on some interesting news that may increase sales for beverages and other food items as well (link here).  Vendgogh, a company that provides “gas island solutions” have come up with a concept where gas consumers can integrate their beverage and snacks purchases with their fuel purchase.  The gas pump machine that normally asks the customer which grade of gas they want to fill up and if they want a car wash, can now also be programmed to prompt about purchasing drinks and snacks.  As more and more fuel stations are fitted with technology to allow for payment at the pump, these same stations are seeing their basket size decrease with less opportunities to influence the fuel customer.  The National Association of Convenience Stores (NACS) indicates that about half of all gas customers do not go inside the store, and therefore gas stations have half as many opportunities to drive incremental sales.  The premise of this concept gives petroleum stations increased opportunities to convert pay-at-the-pump consumers without them ever having to enter the fuel station kiosk or store.

While fuel is the core of this channel’s business, growing the basket size is just as important here as in other channels.  Customers may prefer paying at the pump since it’s convenient and quick, but gas owners prefer the customer come inside since there’s many more opportunities to up-sell the customer.  Have you bought a beverage or lottery ticket as part of your fuel-up?  That likely is a result of suggestive selling by the store clerk.  Without the ability to add on beverages, snacks, lottery tickets, or cigarettes, the gas station is only getting base business.  And with so many gas stations around, the competition is fierce for the customer’s dollar.  Even the same chain will be competing with the next closest gas station in the chain for the same dollars.

Vendgogh’s beverage gas pump unit re-establishes the suggestive selling opportunity for the gas station.  By maintaining the customer’s convenience to pay at the pump, the fuel station also has the ability to up-sell beverages and snacks, which drive over 40% of a gas station’s in-store sales.  Beverage purchases drive about 25% of the in-store sales, so popular beverage options such as energy drinks, carbonated soft drinks, and bottled water can be expected to be filled in the vending unit.

Gas stations can always rely on one thing: customer trips.  There will always be motorists that need to refuel, and therefore provide gas stations with opportunities to influence their refuel purchase.  Having a machine to assist in growing the customer’s basket should be a welcome tool across the overall petroleum convenience channel.

Is Jones Soda Rationalizing Their Products?

Where will the beverage industry be without Jones Soda, as a beverage and as a company?  It appears the company is in slight disarray given their most recent news in the headlines.  The most current headline stated that their stock was recently delisted from the NASDAQ stock market and was suspended from trading on the index since September 20.  Prior to that there was a corporate restructuring that replaced Bill Meissner with Jennifer Cue as CEO and commentary indicated that they will be heading in a different strategic direction.

Jones Soda logo

This new strategic direction may have impacted their product portfolio as they continue to make changes to return to profitability.  There has been no mention of their seasonal limited edition soda flavors.  Jones Au Naturel – one of their previously heralded product launched – could not be found directly on their product website.  In order to find Jones Au Naturel, you would have to know the web address and type it in correctly, but I have included it here should you want to check out the still existing webpage (link here).  Their retired products page features more products than their current beverage portfolio (link here).  It seems like their new strategic direction is strictly streamlining their beverage offerings to their bread and butter: Jones Pure Cane Soda, Jones Zilch, and Whoopass Energy Drink.

Jones Products - courtesy of jonessoda.comGiven their current company state, they may be streamlining their product portfolio to conserve their investment dollars until further notice.  While it does make sense to go back to your roots, the beverage landscape is constantly changing and being mainly involved in producing premium soda may not be enough to sustain the standalone company.  Their track record of product launches into other categories have not been successful (refer to their retired products page), which may prove why they  would want to stick to their core offerings.  However, they should continue to try and penetrate new beverage categories (or create new beverage categories) after some strong market segmentation and evaluations.

After all, who knew premium soda could be that tasty and entertaining without companies like Jones Soda Co and Pop Shoppe?  Their core offering of premium soda got them to where they are today, but they must continue innovating and launching new products in order to propel them into the future.

Just think, where will the beverage industry be without Jones Soda and their insistence on glass packaging to preserve the optimum soda taste?  We’ll be left with mainly plastic bottles and aluminum cans.  So while Jones Soda is rationalizing their product portfolio, I hope it’s only temporary and that they come out with some more exciting products.

Red Bull Aims to Grow Category With New “Editions”

Red Bull EditionsRed Bull has held out for a long time, but has finally decided to launch new energy drink flavors to complement their original, sugar-free, and calorie-free flavors.  News from the National Association of Convenience Stores Show broke out that Red Bull will be bringing the three flavors that they had previously launched in Europe into North America.  The folks over at BevNet.com got a chance to taste the Red Bull Editions – Blueberry, Cranberry, and Lime flavors – and have posted their thoughts here.  These new flavors are expected to fully launch in March 2013, but will be available in limited edition capacity in November/December at 7-Eleven.

While this may seem like a genius move for Red Bull to launch new flavors, does anyone wonder why it took so long?  After all, Monster Energy and Rockstar Energy have launched so many new flavors, and have done so for over a few years.  The jury is still out on Red Bull’s most recent innovation was the Red Bull Total Zero – a line extension (see post here).  And both of their prior innovations are already discontinued (see post here).  Despite leveraging the “energy” association, their entry into energy shots was not a success.  All this really points to is that Red Bull has a bad track record when it comes to extending itself beyond their core offering and comfort zone – energy drinks.

This flavor launch fits the profile of introducing new products in an arena of familiarity.  These Red Bull Editions have existed in Austria and Germany for over a year, so there is a history of success and some sales figures to analyze before launching in North America.  Red Bull is sticking with its bread and butter with this launch.  Even the flavors that they picked – Blueberry, Cranberry, and Lime – are common and safe to make this a sure-win.

Red Bull Total ZeroThat said, what can Red Bull expect from the North America energy category with this launch?  Like the Red Bull Total Zero, the Editions will be shelved with the rest of the Red Bull family in the cooler.  And there is limited cooler space despite an unlimited assortment of energy drinks to choose from – for the consumer as well as the retailer buyer.  Unlike other energy drink manufacturers , Red Bull has the benefit of secure shelf space.  Most coolers will have at least two full shelves of Red Bull for three energy drink flavors so they have the ability to reduce facings for their own products to make room for these new flavors.  Of course, the more plausible selling story would be to remove competitive offerings to make room.  Simply choose the slowest mover in the category and replace it with the new products.  The Editions also stand a greater chance of adding dollars to the category dollars.  The European market sales figures hinted that more than half of the purchases were additional items, versus substitution items.

Consumers like trying new products, but they still want to do it within a comfort zone.  These Editions should do well given the strong  Red Bull brand name.  And beyond these three new flavors, there may be other Red Bull flavors that will come out soon enough.