Energy drinks company Red Bull is launching LunAqua, a water that will only be bottled “under the glare of the full moon”.
LunAqua Pure Element and LunAqua Dynamic – which will contain a caffeine boost equivalent to a can of cola – will be bottled 13 times a year.
A source says: “It is hoped the gimmick will generate a cult status for the brand in nightclubs and bars. This will be a low-key launch.”
Sales at service stations are likely to follow.
The product will be launched in Austria first. Export details have yet to be decided, but it is understood that if the product is a success it could be launched in the UK and across the rest of Europe.
No one at Red Bull was available for comment on the launch as Marketing Week went to press.
Sales of Red Bull across the globe are over 1 billion units. In the UK it has about 70 per cent of the energy drinks market. Rivals include Coca-Cola’s Burn.
Red Bull says there is “no proof” that its energy drink caused the death of three young adults in Sweden, as reported in the Swedish press. A spokesman urged the Swedish government to act swiftly to investigate the matter.