Red Bull launches Lilac Edition energy drink for spring in U.S. market
New Lilac Edition blends pink grapefruit with herbal notes and targets expanding consumer interest in flavoured functional energy drinks.
USA – Red Bull has unveiled its first-ever U.S. Spring Edition energy drink, the Lilac Edition, to celebrate the seasonal shift. Launched nationwide on March 3, 2025, the limited-time offering is available in both regular and sugar-free variants.
The Lilac Edition introduces a refreshing combination of pink grapefruit with subtle herbal and floral undertones. It is packaged in distinctive lilac-colored cans, available in 8.4 fl oz and 12 fl oz sizes.
This seasonal release continues Red Bull’s tradition of edition-based product innovation, following previous variants such as the Summer Edition Juneberry and Winter Edition Fig Apple.
Each can contains 80 mg of caffeine per 8.4 fl oz serving, alongside B-group vitamins, and features the same core formulation as the original Red Bull Energy Drink.
The new flavour is part of the brand’s strategy to enhance variety in its functional beverage line while catering to evolving consumer tastes.
Red Bull has announced that the Lilac Edition will also debut in the UK wholesale market beginning June 9, with a broader rollout to convenience and grocery retailers scheduled for July 2025.
According to Kantar data, the flavoured functional energy drink category now reaches 12 million consumers.
Additionally, 18% of shoppers who purchased Red Bull Edition products last year were new to the segment, demonstrating the effectiveness of such limited-edition launches in attracting first-time buyers.
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