Red Bull Sales Strategy and Marketing Success

Red Bull is an energy drink that doesn't do well in taste tests. Some say it's too sweet. Others just shake their heads, saying, "No." Its contents are not patented, and all the ingredients are listed on the outside of the slim silver can. Yet Red Bull was still the leading brand in the U.S. energy drink market as of May 16, 2021, and worldwide Red Bull sold 7.9 billion cans in 2020, up from just over 4 billion cans in 2011.

Says Red Bull founder Dietrich Mateschitz, "If we don't create the market, it doesn't exist."

Mateschitz's secret to creating a $16 billion worldwide stampede for Red Bull lies in a highly ingenious "buzz-marketing" strategy that herds consumers to exclusive and exciting events that get high media coverage. Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, "We don't bring the product to the consumer, we bring consumers to the product."

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