Red Bull Discontinues Production of Cola and Energy Shot
Red Bull North America has discontinued production of its energy shot and cola. Amidst a flurry of rumors last week, the move was not entirely unexpected, though Red Bull’s decision to pull the plug on two highly touted products is likely to surprise many within the beverage industry. Red Bull will “sell through existing inventories of Red Bull Cola and Red Bull Energy Shot, but not proceed with additional production,” and refocus efforts on growth of its core brand within the rapidly expanding energy drink category, the company said in a statement e-mailed to BevNET. Since its debut in 2008
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