Red Bull has chosen North Carolina as the testing ground for a new line of drinks. But unlike its trademark product, they don’t purport to give you wings.
Instead, Organics by Red Bull, which features four organic premium soda flavors, takes a decidedly toned-down approach. Out of four new options—Simply Cola, Bitter Lemon, Ginger Ale, and Tonic Water—the cola is the only one that contains caffeine, and it’s only a small amount, similar to other colas on the market. A Red Bull, on the other hand, contains roughly the same amount of caffeine as a cup of coffee.
Red Bull wants to distinguish its premium line from other sodas on the market by infusing them with natural and complex flavors. Their descriptions wouldn’t seem out-of-place in an upscale cocktail bar. For example, its Ginger Ale selection will feature an “aromatic, spicy flavor, and warm amber color… thanks to the ingredients from natural sources including ginger extracts and zesty organic lemon juice concentrate,” according to a press release.
Red Bull is known for its extravagant marketing campaigns and action sports sponsorships (including Felix Baumgartner’s now-famous freefall from the edges of outer space), which frequently target a young male audience.
Other than North Carolina, Red Bull Organics will only be available in San Diego and on Amazon.com. Red Bull says it chose North Carolina as an exclusive launch site because of its lively food and craft beverage scenes. The line will be available across the Triangle and in Wilmington and Winston-Salem.
You can sample Organics by Red Bull at a free launch event on April 10 at the new Whitaker and Atlantic event space in Raleigh (1053 East Whitaker Mill Road, Suite 111). The event will feature barbeque from pitmaster Sam Jones and Red Bull-inspired cocktails.
You can RSVP here.