Dietrich Mateschitz founded the now well-known Red Bull in the mid 1980’s after inspiration by functional drinks from the Far East. In 1987 Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in 171 countries and over 68 billion cans of Red Bull have been consumed so far.
Red Bull is interested in developing further its sales through the vending channel. Something the EVA Director General is pleased to see, “With energy drinks playing an important part of the consumer demand today, it is clearly the right time for Red Bull to join our Association. Consumers are increasingly looking for a boost on the go as part of a wider trend for snacking, and vending fulfils all the criteria as an ‘always open’ and convenient distribution channel. Red Bull are now able to benefit from detailed EVA market analysis in order to study further the trends and developments in different European vending markets and understand who the key industry players are.”
Red Bull, based in Fuschl am See, Austria, join the EVA as a Direct Member.
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