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.
|Red Bull GmbH||AUT||website|
|Red Bull GmbH|
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]
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 2015][More on Sustainability Reporting]
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]
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]
The 2011 U.S. Beverage Container Recycling Scorecard and Report by U.S. nonprofit organization, As You Sow, rates companies on 5 criteria: general environmental performance, source reduction, recycled content, recyclability, and container recovery. This company responded to As You Sow's Beverage Container Recycling Survey and received a 'C+' Grade in the report.
[Source 2011][More on Packaging]
|Company Structure||Private company|
|Revenue||US$2.6 billion in 2009|
|Subsidiaries||Red Bull Australia Pty Ltd|
|Address||Fuschl am See, Austria|
Products / BrandsRed Bull Australia
Red Bull Energy Drinks