Red Bull's secret party celebrates the new Summer Edition 2024

Red Bull, the world-leading brand in the energy drink sector, has decided to make the summer even more special with the launch of its new Red Bull Summer Edition, featuring the taste of curuba and enriched with delicate floral notes of elderflower. To celebrate the introduction of the new drink, the brand organized an exclusive event on Thursday, July 4th, at the renowned Maka Loft in Milan. Starting from aperitif time, the venue transformed into a true oasis of fun and energy to welcome the most anticipated season of the year. The event was conceived as a multisensory experience, offering participants the chance to fully immerse themselves in Red Bull's summer atmosphere. Maka Loft was set up as an unprecedented Summer Camp, with activities that entertained and involved all attendees, from a Tattoo Artist to a Fortune Teller, and, of course, an explosive DJ set curated by some of the best talents in the Milanese music scene: Fatima Koanda (Le Cannibale), Goldentrash (Akeem), Piero Pirupa b2b with Andrea Mattioli, and, to close the evening, Acidgigi b2b Riccardo BHI (BS/BSR).

The Red Bull Energy Drink line has always been characterized by its iconic blue and silver diamond can, with its Sugarfree and Zero versions. The Red Bull Editions, which combine the energy of Red Bull Energy Drink with specific summer flavors, include variants like coconut-açai, dragon fruit, watermelon, strawberry-apricot, and juneberry, with packaging that follows their bright colors. Now, the rich portfolio of Red Bull is also joined by the new Summer Edition with the taste of Curuba and Elderflower, now available in lime green cans in bars, large-scale distribution, and grills to become the must-have of the summer. With the new drink and a paradisiacal party, Red Bull continues to demonstrate its ability to innovate and surprise, making every season a special occasion to enjoy moments of pure energy and fun.