Red Bull and Energy Drinks 2010

2 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business


Red Bull spends an estimated 40% of sales on marketing, largely on sponsored events related to extreme sports. This brief case serves to frame an evaluation of Red Bull's marketing strategy in the increasingly populated energy drink market.



Rev. Aug. 29, 2013

Red Bull and Energy Drinks 2010

Marketing Events and Budgets

The bulk of Red Bull's marketing, sometimes estimated at 40% of sales, focused on sponsoring events called “Red Bull moments.” Many had the potential to attract large crowds of young people and/or garner public relations exposure, as with the proposal to take Austrian daredevil Felix Baumgartner up 120,000 feet and drop him, to break the record for the longest free-fall skydive and to be the first human to break the speed of sound in a free fall. Red Bull sponsored air races, auto racing, soccer teams, and the ever-popular Flugtag series. Red Bull also spent considerable amounts on advertising: $ 50 million in 2009, down nearly 30% from the $ 70 million it spent in 2008, according to Nielsen.

Category Growth and Shares

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Keywords: category, growth

Suggested Citation

Farris, Paul, Red Bull and Energy Drinks 2010. Darden Case No. UVA-M-0826, Available at SSRN:

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)


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