Red Bull Paves the Way for the Future of Energy Drink Marketing

What’s more important to the success of an energy drink – the functionality and flavour of the beverage or the marketing strategy? Jonas Feliciano, Beverages Industry Analyst at Euromonitor, argues the two go hand in hand and Red Bull’s rise to prominence is a perfect example. The association of energy drinks with extreme sports and edgy lifestyle can be pinpointed to Red Bull’s marketing strategy including purchasing the Jaguar Formula 1 team and publishing the lifestyle magazine “Red Bulletin” with other energy drinks following suit. Monster’s sponsorship of extreme sports athletes and Rockstar’s rock festivals are reverberations of Red Bull’s campaigns. Red Bull, however, continues to pave new ground outside the young male demographic with events such as Flugtag and the Stratos space jump.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.