For the first time in its history, Red Bull becomes a member of a national chain of restaurants. In the coming month, Sonic will begin selling Red Bull Slushes at over 3,600 locations across the country. Customers who prefer less energy can opt for a Red Bull Red Limb Sucker for the same caffeine boost.
Lori Abu Habib, Sonic’s market manager, said the company has been working for several years to add an energy drink option to its menu but realized that a strong brand is needed to engage consumers. As part of the collaboration with Red Bull, the subsidiary Inspire Brands will also sell cans of energy drinks at its facilities.
While soft drink consumption has declined in the United States because consumers opt for less sweet options, energy drinks have been very successful in reversing the trend. The privately held company, Red Bull, is the world leader and North American, while Monster, whose market value is $ 29.7 billion, is very squeezed, according to Euromonitor.
Competitors from Sonic, Carl’s Jr. and Hardee have already collaborated with Monster, while regional Steak ‘n Shake sells Red Bull on their websites.
The amount of energy drink in each slurry is proportional to the size requested by the customer. Ordering the smaller size means two ounces of Red Bull, ordering a 40 to 44-ounce of slush, means the entire can is paid, as Red Bull is only available in a can, without tap or soda. In fact, Sonic employees will have to open cans to make the new product.
Red Bull Slush will be released nationwide on April 29th. The Sonic Happy Hour contract does not apply for this newly designed menu.