The art of the winter edition

Red Bull has been heralded for some time as one of the few companies to successfully hang with the big boys in the beverage industry. Many have fallen by the wayside attempting to offer the market alternatives to Coca-Cola and Pepsi products. The reason for Red Bull’s success, in my estimation, is the fact that they do not seek to sell a product, but rather an experience. That experience is no better exemplified than in Red Bull’s seasonal release schedule. Beginning in 2019, Red Bull has primarily released new flavors as temporary seasonal editions, with the summer and winter editions being the most consistent and popular. This schedule means that flavors come and go, if you miss out there is little chance you’ll get a chance to try that flavor ever again. This is the reason that the Winter Edition conjures such fond memories for me, as I can pinpoint exactly when I tried each new flavor. The exact moment that the group chat blew up each year when the next flavor was announced. If you’ll humor me I’d like to share some of these memories with you now as we once again enter a new season of Red Bull, with this year’s Winter Edition releasing exclusively in Walmart this month. So, dear friend, let me regale you with a tale of Winter Editions gone by.

Arctic Berry (2020) – Isolation. There’s really no better word to describe the year that the COVID-19 pandemic shut down the world. Drawing on the notes of isolation and frigid division growing in the country, Arctic Berry blended a cool chill with a full-bodied fruit medley that for a moment allowed you to forget your problems for a while. I remember cracking one of these open by the fire one night around Christmas thinking, “Yeah, maybe life isn’t so bad.” It was a quiet Christmas, not a lot going on obviously, but hey sometimes that’s just fine. Really that’s how I’d describe Arctic Berry, just fine.

Pomegranate (2021) – “This is where the fun begins.” Going into the 2021 holiday season, the energy was simply electric. Yeah, we had to wear masks everywhere, but coming out of lockdown the sentiment was clear, “We’re so back.” Red Bull kept it simple that year, one fruit to capture the holidays in a can, and they smashed it out of the park. I almost can’t explain the delightfully bitter bite that Pomegranate had, I legitimately think every time I took a first sip of it I audibly said “Oh, wow.” This was the year I started classing it up a little bit. I decided that on Christmas Eve dinner, pretty much the peak of life for me every year, I would get a nice wine glass, put on a proper sweater, and pour my Winter Edition into the glass. The presentation was so elite I decided to snap a pic, which then became a tradition as well. These pictures never fail to make me smile looking back, so much warmth is captured in a single picture. 

Hopefully, these two snapshots gave you a good idea of what the Winter Edition means to me. In writing this I’m not hoping to convert anyone to feeling the same way I do (although if you’re reading this Red Bull, my email is open for any sponsorship opportunities). Rather, I hope that while reading this something came to your mind as a parallel in your life. We all have those interests that perhaps we’re embarrassed to say are meaningful to us. Those topics that we secretly wish someone would ask us about. I’d encourage you to embrace those passions, however out there they are. Sure, not everyone will get it. And why should they? If we all had the same tastes and interests this life would be rather dull. So whatever your Winter Edition is, friend, enjoy it this holiday season. And perhaps this year, if you feel comfortable, share it with someone. You just might inspire them to do the same. Cheers to you, dear reader, for being the most important thing you could ever be, you.