EXCLUSIVE: Red Bull’s Red Bulletin magazine to go on-sale in UK shops for the first time

The Red Bulletin from energy drink giant Red Bull is set to become available for stores in the UK to sell from next month.

The title launched internationally in 2005 featuring ‘high-quality’ sport, adventure, travel, music and culture material, utilising the drink brand’s sport and cultural partnerships to contribute to its exclusive content and photography.

While it has been freely distribution in London and features in magazine aisles abroad, it had never been sold in UK stores.

However, from 13 February, its editions will carry a £5.99 recommended price and will be available for UK shops to stock from the major national magazine wholesalers, distributed by Marketforce.

Speaking exclusively to better Retailing, Red Bulletin publisher Ollie Stretton explained: “The Red Bulletin launched in 2005 and in the UK in 2007, becoming a public-facing print magazine to the UK audience. However, it has never been on the newsstand in all those years and Red Bull Media House are keen to invest in the product by increasing the print run, growing the reach and supporting the editorial focus. The product has also historically been a predominantly London focused title and difficult to locate, which has reduced the ability for consumers to connect with it. However, this move onto the UK wide newsstand is a shift to encapsulate a much wider audience, to fully reflect our content offering.”

Asked why retailers should stock the title, publisher Ollie Stretton told Better Retailing: “Quite simply, there is no other title like The Red Bulletin on the UK newsstand.” Stretton continued: “The focus is on high achievers and adventure seekers, impossible feats and brave endeavours that inspire, entertain, and empower our audience. It is absolutely unique and has a strong point of difference on shelf.”

Red Bull will be looking to bring together the magazine with the brand’s other products in stores, creating sales opportunities for stockists. The publisher revealed: “We have a unique opportunity to cross promote with Red Bull across retail, and are looking at mechanics such as link saves, exclusive offers and other similar promotions. We will also be celebrating each issue release with a strong social media backing, media syndication and exclusive events to both B2B and B2C at Red Bull HQ, London.”

More in-store support for the title is also in the works, with Stretton stating: “We are currently looking at different forms of marketing material which we can create and support [retailers] with, such as posters and [digital posters], as well as overall Red Bull support across its portfolio of current partners and distribution networks.”