Red Bull Discontinues Cola, Energy Shot

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Red Bull Discontinues Cola, Energy Shot

07/20/2011

SANTA MONICA, Calif. -- Red Bull North America has discontinued production of its Red Bull Cola and Red Bull Energy Shot, according to a Bevnet.com report. The company will sell through its current inventories of the beverages and cease further production.

Red Bull Cola debuted in 2008, with its use of coca leaves in the beverage causing some controversy. The Bevnet report cited the drink's high price point as a possible cause of its demise -- a 12-ounce can of Red Bull Cola retails for around $1.50 vs. a price of around $1.00 for a similar-sized cola drink.

Red Bull Energy Shot debuted in 2009, but was unable to successfully topple energy shot category leader, 5-Hour Energy, the report stated.

Despite the discontinuations, Red Bull continues to do well in the energy drink category, where it currently boasts a 40-percent share. According to Mintel, Red Bull is expected to grow to nearly $8 billion by 2015.