To me Red Bull has always been the pioneer of energy drinks, with other entrants into the market simply followers. Even with the onslaught of competitors they have managed to maintain their higher price and from a retailers perspective replacing them with another brand isn’t really an option (just like trying to give people a rum and Pepsi doesn’t quite work, Jager and V is equally as unappealing).

I always heard the rumours that Thai red bull was so potent they couldn’t store it in cans, it would eat away the metal – that’s why it was sold in glass bottles. Probably bullshit but I do remember being suitably impressed.

@Josh absolutely. I think even the most cowboyish of brand managers would have difficulty letting that kind of press flourish

The brand image is gold. The Red Bull cocaine scandal was hugely positive for the brand, as every 15 – 25 year old instantly raced out and bought up all the Red Bull they could.

They are one of the few brands that truly leverage global PR and remain cool within their target audience. I recently heard an FMC consultant referring to Red Bull’s rivals as ‘not for the brand conscious’… amazingly true.