Red Bull GmbH

Red Bull GmbH Overview

Company Headquarters: Austria

Founded: 1984

Employees: 13,236

Company Working:

Red Bull GmbH (Red Bull) is a producer and marketer of energy drinks. The company’s product portfolio includes energy drinks, sugar-free drinks, and zero calories’ drinks. It also offers special edition drinks, which are available in watermelon, tropical and acai berry flavors. Apart from this, the company provides global news, interviews, photos, videos and news services through its B2B self-service media and news platform, the Red Bull Content Pool platform. Its major channels and media products include Red Bull TV, Red Bull.com, Red Bulletin, Red Bull Records, Red Bull Photography, and Red Bull Media House. It also offers TV apps for free live events, films and shows, offline viewing and event reminders. It also participates in various sports sponsorship programs. The company has a business presence across the Americas, Europe, the Middle East, Africa and Asia-Pacific. Red Bull is headquartered in Fuschl am See, Austria.

Strategy

Red Bull is involved in a diversified business and serves customers across the world, which enables it to mitigate risks by reducing its dependence on any particular business segment. Apart from the soft drink business, the company is involved in the media and sports business. It operates a B2B self-service media and news platform - Red Bull Content Pool, which is used by press, journalists and business partners. It provides global news, interviews, photos, videos and news about Red Bull events, partner events and athletes for free and all rights cleared. Its major channels and media products include Red Bull TV, Red Bull.com, Red Bulletin, Red Bull Records, Red Bull Photography, and Red Bull Media House. As of December 2021, the company had more than 300,000 high-quality photos and over 22,000 HD videos, including sports, lifestyle, culture, and photography. Furthermore, Red Bull also sponsors sports people, athletes and various bike sports, e-sports, sailing sports, motorsports, skate sports, water sports, aerial sports, winter sports, adventure sports, and ball sports. Moreover, the company offers TV apps for free live events, films and shows, offline viewing and event reminders.

Company Snapshot

$6,791.7M

Revenue

17,848

Employees

1984

Founded

Austria

Headquarters

SWOT Analysis

Strengths

Presence in Wider Territory
Growth in Revenue
Diversified Business

Weaknesses

Lawsuits

Opportunities

Positive Outlook for E-Retail Market in Europe
Global Soft Drink Consumption
Partnership with DMG Mori

Threats

Intense Competition
Obesity and Water Concerns
Negative Perception of Energy Drinks

Key Developments

Date	Approach	Development
Feb-2022	Product Launch	Red Bull India launched the new Red Edition with a refreshing taste of Watermelon, making it a perfect on-the-go drink.
Mar 2023	Product Launch	Red Bull has expanded its ‘Summer Edition’ line with the launch of a new Juneberry flavour energy drink. The new juneberry drink provides a flavour reminiscent of dark cherries, raisins and blueberries, and “aims to create excitement” among consumers as flavours are a key driver of growth in the sports and energy category.
Mar 2022	Product Launch	Red Bull has unveiled its latest addition to its Summer Editions portfolio with the launch of a strawberry-apricot flavoured energy drink. Red Bull Summer Edition Strawberry-Apricot features flavours of strawberry, apricot and peach and contains caffeine, B-group vitamins, sugars, taurine and acesulfame K and sucralose, and water. The energy drink was designed to be enjoyed on its own or in a seasonal mocktail.
Sep 2022	Product Launch	Red Bull has released a new flavour, Red Bull Winter Edition Fig Apple to add to its series.
Mar 2021	Product Launch	Red Bull's new summer edition energy drink is inspired by the exotic flavor of dragon fruit. This limited-edition flavor will be available in the US for a short time, offering a unique blend of red berries, plum, and floral notes. Each 8.4 fl oz can of this Red Bull energy drink contains 80mg of caffeine.
Sep 2021	Product Launch	Red Bull has unveiled a new limited-edition beverage in the US – Red Bull Winter Edition Pomegranate. The new offering features notes of pomegranate, sour cherry and red berries. Red Bull Winter Edition Pomegranate contains caffeine, B-group vitamins, sugars, taurine and alpine water.
Sep 2021	Product Launch	Red Bull Africa launched its new exotic energy drink flavor, called Cactus Fruit Flavor. The flavor consists of cactus fruit, dragon fruit, and pitaya.
Apr 2021	Product Launch	Red Bull launched its limited-edition low-calorie drink, Coconut Edition Sugarfree, across the United States at Target and Circle K. The drink has the taste of exotic coconut and berries, providing variety and sugar-free offering.

Product Offering

Red Bull GmbH
- Global Energy Drinks Market

Financial Performance

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