Is Red Bull Just a Tiny Niche Brand?
Not in C-Stores. Eye-Popping Price.

Red Bull energy drink from Austria recently generates much buzz. But new data shows it is also generating much volume and whopping price. Data analyzed is for U.S. convenience stores for four-week period ending Oct. 6. Results. Though Red Bull shows no ascertainable presence in grocery data, it now ranks among top-30 brands in C-stores for four-week period. Holds 0.4 market share of channel with total case volume close to Barq's, Mug and Sierra Mist.

Price. Price data is jolting. Red Bull's average price is $69.45 per 288-oz case. Compares to $9.41 for Coke Classic and $9.30 for Pepsi. Highest mainstream CSD brands come in at $13.21 for Mt. Dew Code Red and $13.08 for Cherry Coke. Availability. Red Bull registers among highest increases in % ACV selling. Red Bull is up +24% from comparable period last year. In contrast, Mt. Dew is flat and Sprite is down -1%. Ahead. Senior cola company executive muses, "we'd like to buy it, so would others, but we keep hearing it's not for sale."