date:May 10, 2012
will further invigorate the energy drink category with a premium new offering.
Since the reduced carbohydrate/calorie accounted for 31% of US energy drink sales across all retail channels, Red Bull said it expected Total Zero to drive further incremental sales for the brand and category.
The energy drink category and Red Bull have a bright future as the category is still in its infancy, and is the fastest-growing segment within the beverage category: [research firm] Mintel sees the energy d