Red Bull Australia
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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 | ||||
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 Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya, who own about half of the company each. |
Company Assessment
PRAISE | CRITICISM | INFORMATION | ||
Red Bull Australia Pty Ltd | ||||
This company received a packaging performance level of 4 (Leading) in its 2023 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 (2023) |
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) |
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Red Bull GmbH | ||||
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. In 2019 Red Bull paid $850,000 CAD in a similar class action settlement in Canada.
Source: Top Class Actions (2019) |
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) |
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 |