The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
**Red Bull has partnered with The Independent UK newspaper to distribute 'The Red Bulletin – An Almost Independent Magazine'.**
Currently distributed in Austria using similar distribution models, the international version of the glossy magazine will be published monthly in the UK in the Saturday edition of The Independent, from January 2009.
Selected content will also be available online at <1>, with video content aligned alongside key featured stories.
Content of the 100-page magazine will showcase forthcoming events, plus regulars such as 'Me & My Body' (an athlete explains how their body works for them). Another section, 'Heroes', focuses on the people associated with Red Bull and those who have inspired them. It includes 'Hero’s Hero', 'Pioneers' and in-depth profiles.
Norman Howell, Publisher and Editor-in-Chief of The Red Bulletin, said: “The success of the F1 Red Bulletin, which quickly became a collectors’ item in the demanding world of motorsport, has encouraged us to spread our wings and offer the UK public a lively magazine in which the highest standards of written and visual journalism will marry with the fun and energy that have become Red Bull’s signature style.
"The Red Bulletin will provide us with a platform to share some of the incredible events, sports, people, music and cultural projects that the Red Bull brand is currently involved with worldwide.”
Red Bull boss Dietrich Mateschitz added: “Our idea to showcase the world of Red Bull in an intelligent, witty and tongue-in-cheek style has proven so successful in Austria that the timing is now right to take the development of the project a step further.”
The Red Bulletin’s partnership with The Independent was formed because of their shared consumer approach, audience profile and innovative spirit.
Daryl Fielding, Commercial Director of The Independent, said: "We're really excited about The Red Bulletin project and view it as a mutually beneficial partnership on many levels. We provide Red Bull with a ready-made, engaged and life-hungry audience, while Red Bull gives our readers added value, with a premium, glossy, high-quality publication."
Principally targeted at men, The Red Bulletin also neatly fills the void for a premium glossy weekend supplement specifically focused on the male market.