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Red Bull Australia

OVERALL

Owned
AUT
Rating
Praises, some criticism

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 5/5 for packaging performance
This company received the highest packaging performance level of 5 (Beyond Best Practice) in its 2022 APCO Annual Report. Australian Packaging Covenant Organisation (APCO) is a not-for-profit organisation leading the development of a circular economy for packaging in Australia. Each year, APCO Members are required to submit an APCO Annual Report and Action Plan, which includes an overall performance level from 1 (Getting Started) to 5 (Beyond Best Practice).
Source: APCO (2022)
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: Advertising Standards Bureau (2010)
Red Bull GmbH
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: Top Class Actions (2014)
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: Advertising Standards Authority (2019)

> About the Icons

Company Details

Type Wholly-owned subsidiary
Revenue 200 million AUD (2011)

Contact Details

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

Products / Brands

Red Bull Australia
Red Bull Energy Drinks


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