Red Bull: the world's most valuable beverage brand after Coca Cola and Pepsi
Energy drink manufacturer Red Bull regularly tops international brand rankings. The organisation "Brand Finance" has put a value of USD 6.2 bn on the Red Bull brand – making it the world’s third most valuable beverage brand after Coca Cola and Pepsi. The experts recognised the Austrian group’s excellent brand strategy with a mixture of sport and events sponsoring combined with unmistakeable advertising. Red Bull was therefore one of just twelve brands to receive the highest brand rating of AAA+.
Red Bull took 203rd place in the overall global ranking of the 500 most valuable brands and was evaluated for the first time by the "Brand Finance" consultants. The only other Austrian company to make it onto the list was the Erste Group (ranked 442). The banking group’s brand value is set at USD 3.4 bn. Apple, Samsung, Google and Microsoft remain at the top of the ranking.
Despite the challenging economic backdrop worldwide, Red Bull has extremely ambitious plans for growth and investments. The focus of future expansion is on the core markets of Western Europe and the USA as well as the growth markets in the Middle East. The company employed around 9,700 staff in 166 countries at the end of 2013 with annual sales of 5.387 billion cans of Red Bull (+3.1%).