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Rexam Delivers Ten Billionth Red Bull Energy Drink CanBy Richard Davis(Adds details, byline, to previous story) FUSCHLSEE, Austria--(BEVERAGE MARKETING)--Sunday, September 25, 2005There's no shortage of so-called stimulant drinks out there winging it, "the next new Red Bull" has not taken flight yet, it's wishful thinking to believe that any of these new market entrées will ever fly as high or be as successful as the original. So, it should come as no surprise that Rexam PLC, the global consumer packaging group, and the world's leading beverage can maker, recently delivered its ten billionth can to Red Bull GmbH, the world's leading energy drink firm. Weather you're kicking yourself for not coming to market sooner with your own energy drink, or anxiously waiting for flight day when you can spread your wings and take off like Red Bull's founder and CEO; Dietrich Mateschitz, well take a deep breath. The stimulant drink flight of fancy is still going at mach speed, 2005 sales are at $1.5 billion, yet, Red Bull still remains in the pilots seat. Red Bull GmbH is all pumped up, like fellow Austrian and former "testosterone" bodybuilder; Governor Arnold Schwarzenegger, if you could name 3 things from Austria, Schwarzenegger or Red Bull would be perhaps number 1 or 2. Red Bull GmbH has raked in huge profits from it's high flying energy drink, that is promoted using the slogan "Red Bull gives you wings", it is very popular ice cold straight from the can for c-store consumers and as the quintessential cocktail mixer among nightclubers, who ask for it by name; "Red Bull & Absolut" or "Red Bull & Jägermeister". Red Bull is by far the new tonic water of the millennium. Taurine and caffeine have replaced the quinine alkaloid, the bitter malaria remedy from the bark of the cinchona tree (Cinchona pubescens). Red Bull Energy Drink is like a soft drink on steroids, in its supermodel chic, 250 ml slim style aluminum can made at Rexam plants in Austria, Germany and the Czech Republic. Red Bull GmbH controls more than half the e-drink market, but dozens of new matadors enter the bull ring each year, attracted by the extreme profitability of the segment. Stimulant beverages cost little more than branded soft drinks to produce [except for the added expense of the slender can] and sell for a whopping 2-3 bucks a shot. Red Bull Energy Drink is produced exclusively at a brewery in Austria and is exported world-wide. At a recent meeting in Austria, Lars Emilson, Rexam's Chief Executive, presented a wooden sculpture to Dietrich Mateschitz, to mark the impressive ten billionth can run. Commenting on the event, Lars Emilson said: "This is a milestone in our long association with Red Bull, whose can has become a symbol not only for a way of life but for a whole new category of drinks. Our partnership goes right back to the start of the Red Bull era and we look forward to growing with them in the future." Fast growth isn't always a good thing. But in the case of Red Bull GmbH it has achieved the impossible dream and then some. Red Bull GmbH has grown quickly, capturing about 80% of the worldwide energy drink market. For more inf. check out http://www.redbull.comCONTACT:Rexam PLCMedia Inquiries, +44 (0)20 7227 4100group.communications@rexam.comhttp://www.rexam.com
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