Red Bull withdrawing newly launched 330ml PET bottles from convenience stores in Japan due to incorrect sell-by date format; bottles use month-day-year format instead of year-month-day format preferred by Japanese consumers
June 20, 2013
(Business Monitor International )
– Red Bull is withdrawing its newly launched 330ml PET bottles from convenience stores in Japan because of incorrect use of Western-style labelling on the popular energy drink's packaging. The company had used a European-style month-day-year sell-by date instead of the year-month-day style favoured in Japan. Red Bull 330ml PET bottles were launched on June 4 2013 in conjunction with the Red Bull Live on the Road music contest.