7-Eleven® Celebrates Summer with Exclusive, Limited-Edition Tropical Red Bull

Red Bull Summer Edition Provides the Same Effect as Red Bull Energy Drink, But With Tropical Fruit Flavor and Available Only at 7-Eleven

DALLAS - June 18,2014 // PRNewswire // - 7-Eleven, Inc. is giving new "wings" to customers this summer by offering an exclusive, limited-edition Red Bull flavor. The Red Bull Summer Edition will be available July and August at 7-Eleven® stores across the United States and Canada, providing the effect of Red Bull Energy Drink with the new flavor of tropical fruits.

In a sun-yellow can, The Red Bull Summer Edition joins the Red Bull Red (cranberry), Silver (lime) and Blue (blueberry) Editions that were launched last year as the company's first change to its well-known flavor.

"The Red Bull Summer Edition is another way we can offer a new product, exclusive to us for a limited time only, that makes 7-Eleven a summer destination for our guests," said Jesus Delgado-Jenkins, 7-Eleven executive vice president and chief merchandising officer. "Red Bull is one of our biggest sellers, so this should be an incredible summer offering."

As part of the program, consumers 18 years of age and older will be invited to share a photo or video of their best summer sports trick for the chance to earn a unique experience with a Red Bull athlete chosen by Red Bull, including skateboarder Ryan Sheckler, surfer Jamie O'Brien and BMXer Garrett Reynolds. The contest will run July 2 through Sept. 2. Complete details will be available July 2 in store at 7-Eleven or at redbullsignatureseries.com/sessions.

The Red Bull Summer Edition performed extremely well with U.S. consumers during taste tests. The launch of the Red Bull Red, Silver and Blue Editions last year invigorated the entire energy drink category. The average five-year growth forecast (2012-2017) from Mintel, Canadean and Euromonitor puts energy drinks at the top of the beverage category with a 48 percent growth rate.

The 12-fl. oz. Red Bull Summer Edition will be priced in line with Red Bull Energy Drink and the 12-fl. oz. offerings including Red Bull Sugarfree and Red Bull Total Zero.

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses more than 10,300 7-Eleven® stores in North America. Globally, there are some 53,100 7-Eleven stores in 16 countries. During 2013, 7-Eleven stores generated total worldwide sales close to $84.5 billion. 7-Eleven has been honored by a number of companies and organizations recently. Accolades include: #2 on Franchise Times Top 200 Franchise Companies for 2013; #3 spot on Entrepreneur magazine's Franchise 500 list for 2012, and #3 in Forbes magazine's Top 20 Franchises to Start. 7-Eleven is No. 3 on Fast Company magazine's 2013 list of the "World's Top 10 Most Innovative Companies in Retail" and among the Top Veteran-Friendly Companies for 2013 by U.S. Veterans Magazine and on GI Jobs magazine's Top 100 Military Friendly Employers for 2014. Hispanic Magazine named 7-Eleven among its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S. and expanding through organic growth, acquisitions and its Business Conversion Program. Find out more online at www.7-Eleven.com.

SOURCE 7-Eleven, Inc.


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