date:Oct 08, 2012
is primarily to continue growing the category, according to Red Bulls marketing chief, Amy Taylor.
Amy Taylor, Red Bull VP of Marketing
We are still really focused at Red Bull on growing the base, Taylor told BevNET. Taste remains a barrier to entry to the category, so were trying to lower that. In terms of perception and reality its good to have extra options.
The introduction of the flavors may have taken a long time compared to products that debut with multiple varieties and sizes, but t