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Red Bull Australia

OVERALL

Owned
AUT
Rating
Boycott

Energy drink importers and marketers

Previously distributed in Australia by Schweppes Australia. Red Bull Australia took over distribution in 2010.

Company Ownership

Red Bull Australia Pty Ltd   AUS     website   email      
  Red Bull GmbH   
   owns 100% of Red Bull Australia Pty Ltd  
AUT     website         

Energy drink maker

Red Bull has about 40% of the worldwide energy drink market. Founded in 1984 by sports enthusiast Dietrich Mateschitz, who owns 49% of the company.

> About the Ratings

Company Assessment

PRAISE CRITICISM INFORMATION
Red Bull Australia Pty Ltd
Environment Australian Packaging Covenant signatory
Signatory to the Australian Packaging Covenant, a voluntary agreement to encourage waste minimisation.
[Source 2017][More on Packaging]
Social Breaching advertising codes
This company has been criticised for offensive advertising. In 2009/10 the Advertising Standards Bureau upheld complaints about two ads by this company on the grounds that they breached advertising codes. The ads were subsequently discontinued or modified.
[Source 2010][More on Irresponsible Marketing]
Environment Organic products
This company manufactures or distributes products that are certified organic under the Australian Certified Organic label.
[Source 2018][More on Eco-Certification]
Environment Possible GM in brands
Brands owned by this company were rated 'green' in Greenpeace's 2010 Truefood Guide, signifying a clear policy on excluding GM-derived ingredients, including oils derived from GM crops, and animal products from animals fed on GM crops.
[Source 2010][More on Genetic Engineering]
Red Bull GmbH
Environment Packaging practices
As You Sow's 2015 report, Waste and Opportunity, analyses the packaging practices of large fast food chains and beverage companies, highlighting leaders and laggards in these sectors. Corporate performance is evaluated in the areas of materials source reduction, reusable packaging, use of recycled content, use of recyclable packaging, and actions taken to promote materials recycling. This company was ranked as Poor.
[Source 2015][More on Packaging]
Business Ethics 'E' rating at rankabrand.org
Rank a Brand searches the websites of brands for the answers to carefully targeted questions. From this they calculate sustainability scores based on the themes of environment, climate, labor issues, and transparency. Brands owned by this company received an 'E', the lowest possible score.
[Source 2016][More on Sustainability Reporting]
Social Misleading advertising
In 2014 a $13 million settlement was reached in two consumer class action lawsuits that allege Red Bull misrepresents the functionality and safety of its Red Bull energy drinks. The class action lawsuit took issue with the beverage maker's promises that "Red Bull gives you wings" and that it "vitalizes body and mind" due to its unique mixture of ingredients that could supposedly improve a consumer's mental and physiological performance. However, the plaintiffs allege Red Bull is no more effective than a cup of coffee or a caffeine pill.
[Source 2014][More on Irresponsible Marketing]
Social Misleading advertising
This company has been criticised for irresponsible advertising. In 2019 the UK Advertising Standards Authority (ASA) upheld a complaint about a Red Bull poster seen on the London Underground network. The ASA concluded the ad breached the Code, and told told the company not to imply that Red Bull could increase focus and concentration when those claims were not authorised on the EU Register.
[Source 2019][More on Irresponsible Marketing]

> About the Icons

Company Details

Company Structure Wholly-owned subsidiary
Revenue $200 million in 2011
Aus Manufacturing No

Contact Details

Address 838 Elizabeth St, Waterloo, NSW, 2017, Australia
Phone 02 9023 2800
Fax 02 9023 2900
Website www.redbull.com.au

Products / Brands

Red Bull Australia
Red Bull Energy Drinks


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