Our enterprising Red Bull beverage distributor from Premium Brands just sampled us on the new Red Bull Cola.
Red Bull started as a niche beverage company with their energy drink in 1997. Developed by former toothpaste maven Dietrich Mateschitz from a Thai derivative called “Krating Daeng” to combat jet lag, the beverage went on to establish an entire “energy drink” category. One of Red Bull’s principles, Chaleo Yoovidhya, is listed by Forbes Magazine as the 292nd wealthiest man on earth (source: Wikipedia).
Red Bull Cola is the first new product introduction for Red Bull GmbH since Diet Red Bull. Red Bull Cola is an all natural ingredient soft drink, not an energy drink. It is intended to share shelf space with beverage titans Pepsi and Coca-Cola, a tall order for a niche beverage. The “schtick” for Red Bull Cola is a very different taste and all natural ingredients. This combined with unique packaging (can shape) differentiate Red Bull Cola from the other entries in the crowded cola category.
Red Bull Cola starts with a subtle, slightly less sweet flavor, somewhat bland compared to Pepsi and Coke. If you have had cola beverages in other countires, particularly southern Europe and the Arab nations then you know the taste from the local soft drink labels- less powerful cola wise but powerfully sweet. This will likely be an acquired taste for U.S. cola drinkers who are accustomed to the very strong cola flavors of Coke and Pepsi products. It is more subtle like the non-U.S. local cola mixtures. I am not accustomed to non-diet soft drinks so they all taste very sweet to me.
Ingredients listed on the Red Bull website for Red Bull Cola include coca leaf, kola nut, lemon and lime, clove (!), cinnamon, cardamom (what?), *pine *(!), galangal (never heard of it either…), vanilla, ginger, mace (the stuff you spray in a rioter’s face?), cacao (mmmm), licorice, orange and mustard seeds oddly enough. This produces the subtle, complex taste. There is little sweet or nasty aftertaste. The sugar “bonk” from Red Bull cola is hefty though, I drank a sample can this morning on an empty stomcah and am already a bit laggy, ready to chase it with a coffee oor a regular Red Bull Energy Drink.
The can is nicely designed with an attractive red/silver/blue label and a small opposing bull trademark. The pull tab is the most attractive feature of the can since it is red anodized and has a miniature charging bull relief cut out of the tab. Nice touch.
One can of Red Bull Cola has 130 calories with 31 grams of sugar. All carbohydrates are simple.
I like Red bull Cola as I do the energy drink and I think this is an interesting introduction into the crowded beverage category. I do think that Red Bull Cola will not do well among Coke and Pepsi drinkers accustomed to more traditional U.S. origin cola soft drinks.
