Marketing bites

Red Bull Zero is "full of wiiings" and sugar-free

A round up of marketing news and noteworthy industry innovations


Brand Central

23 June 2020

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Red Bull Zero returns zero sugars, zero calories and a new taste

Fans of Red Bull can now officially enjoy a summer that’s “full of wiiings” and free of sugar as Red Bull Zero, a fan favourite, lands back on Irish shelves, sporting a new great taste. Red Bull Zero is now similar in taste to the classic Red Bull Energy Drink, allowing fans to enjoy a zero sugar product with a different taste to Red Bull Sugarfree.

Offering the same energy as Red Bull Energy Drink, Red Bull Zero is appreciated worldwide by top athletes, students and in highly demanding professions as well as during long drives. Red Bull Zero is now available for purchase at various retailers across Ireland in distinctive 250ml slate grey and silver cans.

Visit to learn more.

 ‘Close the Glass Loop’ partners to launch European recycling action platform

Sustainability is high on the public agenda, and packaging is no exception. This year, stakeholders throughout the glass collection and recycling value chain have joined forces to shape a material stewardship programme for more bottle-to-bottle recycling – connecting businesses, brands, retailers, municipalities, EPR schemes and associations alike, at European and national level.

The European ‘Close the Glass Loop’ Platform is set to increase the quantity and quality of available recycled glass to ensure our Circular Economy works better for all. Join an online seminar on 30 June to hear how organisations across Europe plan to work together to collect 90% of all glass packaging placed on the EU market by 2030.

Please register in advance.

 Ireland’s largest tip jar

 The Restaurant Association of Ireland (RAI) and Paddy Irish Whiskey have come together to create Ireland’s largest virtual tip jar to support the hospitality industry during these challenging times. They have started an initiative to
support these workers via a GoFundMe page and are calling on the public to “tip their bar staff and hospitality workers.” Anything that the public generously donates up to the value of €15,000, will also be matched by the RAI and Paddy Irish Whiskey.

This is the first initiative of its kind in Ireland. For more information on criteria, visit:

And for more information on applications, visit:

Heineken Ireland deploys huge quality operation so consumers can enjoy perfectly fresh pints as some pubs get ready to reopen in June

Heineken Ireland, one of Ireland’s largest brewers, has welcomed the government’s decision to reopen pubs serving food, restaurants and hotels on 29 June and is implementing an unprecedented quality and cleaning operation to ensure outlets can welcome consumers back to a fresh premium quality pint in the coming weeks.

As a result of the swift lockdown in mid-March, there are currently over 100,000 kegs of Heineken Ireland beer sitting in the cellars and dispensing taps of shuttered bars across the country. Heineken Ireland is now collecting this product and has committed to shouldering the cost of the unused stock it collects.

In addition, Heineken Ireland’s 90-strong in house technical, dispensing and quality team are now visiting all 7,000 customers – at a rate of over 1,000 on-trade outlets per week – to clean every beer and cider dispensing line across the country.

On behalf of its on-trade partners, Heineken Ireland has committed to fully funding the sustainable repurposing of the expired draught beer and cider in opened kegs. Under its award-winning Brewing a Better World sustainability programme, an innovative Irish partnership will see this draught product used to produce green electricity through anaerobic digestion or potentially used for agricultural fertilizer.

C&C supporting the reopening of Ireland’s pubs

  C&C Gleeson, part of C&C Group plc, distributor of own brands such as Bulmers, Magners, Tennent’s, Five Lamps and third-party drinks including San Miguel and Budweiser Brewing Group’s beer brands across the island of Ireland which will include Budweiser from 1 July, has officially launched C&C Hygiene and a range of financial and practical initiatives to support Ireland’s pubs get back on their feet following the easing of Covid-19 restrictions.

During the Pre-reopening Phase, C&C Hygiene will supply physical materials to help publicans ensure they are providing a safe environment for customers in line with HSE guidelines, including divider screens, hand sanitizer dispensers and foot handles for doors. C&C Hygiene has launched, to provide quality hygiene products, advice for business owners and helpful information for managers and staff working in the hospitality industry.

The second key initiative under C&C’s 360-degree solution for the new pub environment is the new C&C Hygiene product range of high-quality hand sanitation and pub hygiene supplies, which publicans can purchase at best-in-market prices, simply and efficiently, through one order, one invoice and one delivery.

C&C has also launched the ‘Local’ app and website ‘Local’ connects customers with local food and drinks businesses by facilitating home deliveries, click-and-collect and on-premise table service.

To view the C&C Hygiene video, click the following link:






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