Innovation

I've driven innovation in numerous businesses, but I think of particular note is what happened in 1999
when the only energy drink on the market was Red Bull . . .

Growth of energy drinks

A simple exercise to review the carbonated drinks market showed that energy drinks presented an opportunity for retailers.

Red Rooster enters

Retailers declined to enter the market under their own brands and so Red Rooster was launched - with the intention of switching into retailer's own brands. Today own label energy drinks generate over £100m of sales.

Red Rooster Light

Further market analysis showed that women were not drinking Red Bull (much) due to the calorie content. Red Rooster Light was launched and then came Red Bull Sugar Free.