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DALLAS – 7-Eleven Inc. is giving "wings" to customers this summer through an exclusive, limited-edition Red Bull flavor. Red Bull Summer Edition will be available in July and August at 7-Eleven locations across the United States and Canada.
Providing tropical fruit flavor in a sun-yellow can, Red Bull Summer Edition joins the Red Bull Red (cranberry), Silver (lime) and Blue (blueberry) Editions that debuted last year as the first changes to Red Bull's traditional flavor.
"The Red Bull Summer Edition is another way we can offer a new product, exclusive to us for a limited time only, that makes 7-Eleven a summer destination for our guests," said Jesus Delgado-Jenkins, 7-Eleven's executive vice president and chief merchandising officer. "Red Bull is one of our biggest sellers, so this should be an incredible summer offering."
To promote the limited-edition flavor, consumers who are 18 years of age or older will be invited to share a photo or video of their best summer sports trick for the chance to earn a unique experience with a Red Bull athlete chosen by Red Bull, such as skateboarder Ryan Sheckler, surfer Jamie O'Brien or BMXer Garrett Reynolds. The contest runs from July 2 through Sept. 2. Complete details will be available in 7-Eleven stores or by visiting sessions.redbullsignatureseries.com.
The Red Bull Summer Edition performed extremely well with U.S. consumers during taste tests, according to the announcement. The 12-ounce can will be priced in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero.