Red Bull Paves the Way for the Future of Energy Drink Marketing

What’s more important to the success of an energy drink – the functionality and flavour of the beverage or the marketing strategy? Jonas Feliciano, Beverages Industry Analyst at Euromonitor, argues the two go hand in hand and Red Bull’s rise to prominence is a perfect example. The association of energy drinks with extreme sports and edgy lifestyle can be pinpointed to Red Bull’s marketing strategy including purchasing the Jaguar Formula 1 team and publishing the lifestyle magazine “Red Bullet...