Former Red Bull chief to launch carbonated drink

Red Bull UK former managing director Harry Drnec is making a comeback with the launch of a carbonated drink blend with 100% juice, called Suso.

Suso is expected to launch as early as August. It will not go up against Red Bull but will instead target a “general” consumer market that will find the carbonated juice drink an appealing unique selling proposition.

Suso will be priced at 75p for a 250ml can and is likely to be launched in the on-trade, where an insider says the “real interest” has been shown.

Negotiations about distribution are understood to be underway, as are those relating to funding the marketing of the new beverage.

Flavours are likely to include lemon and orange initially and, depending on success, Suso will be extended into bottled format and new flavours added.

An insider says: “Consumers are prepared to pay for quality.”

The drink was distributed in Belfast last year on a small scale, with minimal marketing supporting the launch. The insider says Suso performed well, prompting its roll-out across the UK.

Drnec stood down as UK managing director of Red Bull in March this year and has been replaced by Nigel Trood, who was previously director of off-trade sales for Red Bull UK.

The high-profile Drnec is credited with boosting sales of the energy drink: under his watch, sales of Red Bull increased from 6 million cans in 1996 – the year it launched in the UK – to 300 million last year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here