Indian street food café brand Chaiiwala is launching a range of customisable Red Bull infused mocktails to target Gen Z consumers, amid rising demand for energy and innovative beverages.
The range centres on Chaiiwala’s existing mocktails in Mango Mojito, Watermelon Spritz, Tahitian Lime, and Blueberry. Each can now be infused with a choice of Red Bull variants, including the classic Energy Drink, Sugar Free, The Apple Edition, The Summer Edition, and The Coconut Edition.
The launch comes as the energy drinks category continues to see growth, with the market forecast to grow by £678m between 2024 and 2030.
Beyond the product launch, Chaiiwala and Red Bull will be working throughout the year on a programme of content, experiential activations and competitions.
“The energy category continues to grow at pace, particular among younger consumers who are looking for drinks that offer bold flavours, customisation and a sense of experience,” said Chaiiwala co-founder Sohail Ali. “For us, this partnership is about responding to those trends while staying true to what makes Chaiiwala distinctive.
“Gen Z want experiences that feel personal and exciting, and that is exactly what this collaboration delivers. Combining Red Bull with our mocktail range gives customers the freedom to create something that is uniquely theirs, while introducing a new generation of customers to Chaiiwala’s flavour led proposition.”
The Red Bull mocktails are not the first customisable products launched by the brand this year. Last month, Chaiiwala unveiled its first customisable box for one, The Wala Box.
Priced at £10.95, it offers customers a single-serve way to sample several Chaiiwala menu items for lunch or dinner. Each box includes any Wala Wrap or Bombay Toastie, loaded chips, a Punjabi samosa or any pasty and chilli & garlic dip.
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