Vend it like Red Bull

By just-drinks.com editorial team | 26 August 2003

Annual sales of a billion cans; worldwide brand leader; an 80% brand share of the UK energy drinks market; 1,200 employees globally. The dynamic growth story of Red Bull has been well documented in these pages and elsewhere. So why has the company now chosen vending as a route to market? Soft Drinks International explores the rationale behind Red Bull's latest initiative and uncovers the brave new world of vending.

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Annual sales of a billion cans; worldwide brand leader; an 80% brand share of the UK energy drinks market; 1,200 employees globally. The dynamic growth story of Red Bull has been well documented in these pages and elsewhere. So why has the company now chosen vending as a route to market? Soft Drinks International explores the rationale behind Red Bull's latest initiative and uncovers the brave new world of vending.

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