Red Bull Air Race soars through London

Roaring just metres above the Thames at break-neck speeds, the sixth round of the World Series attracted more than 35,000 spectators, and took consumer awareness of Red Bull by storm.

Red Bull has recorded its most successful month in history, with more than 32 million cans sold in July, proving that the brand’s high profile consumer events have a positive impact on retailers’ tills.

The Air Race - dubbed the F1 of the skies - was a stunning spectacle of high speed skill and agility that has further cemented Red Bull’s status as the go-to brand for fun, energy and innovation. With mass awareness stimulated via a whopping £2.5 million marketing spend and high impact press and TV advertising, the Red Bull ‘buzz’ is still in the air and consumer demand for the UK’s number 1 energy drink is flying high.

Retailers should capitalise on this opportunity to ‘give their business wings’ by ensuring Red Bull is well stocked and effectively merchandised in store. As one of the most well known brands in the UK, consumers remain loyal to Red Bull, often opting to go elsewhere over buying a substitute.

According to one London retailer, N Mefitai of Mead News: “We often see an increase in sales when Red Bull is hosting an event. Red Bull is one of our most popular products and consumers regularly ask for it by name.”

Still buzzing from the fun at the weekend, Caroline Jacomb, Red Bull’s Trade Marketing Channel Manager, comments; “Red Bull’s pioneering and dynamic events continue to lead the way, driving consumer awareness and sales to the category. We’re delighted that the Air Race was such a success in London and look forward to further successes in the future.”