Red Bull (Abridged)

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.



Farris, P., Shames, E., Johnson, R. and Mitchell, J. (2017), "Red Bull (Abridged)", Darden Business Publishing Cases.

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University of Virginia Darden School Foundation

Copyright © 2013 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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