2022, was once again the most successful year in the history of Red Bull. The energy drink manufacturer achieved new records in terms of sales, revenues and operating profit. Group sales grew by 23.9% compared to 2021 from EUR 7.816 billion to EUR 9.684 billion. 11.582 billion cans of Red Bull were sold worldwide last year, which corresponds to an increase of 18.1% compared to the also very successful year 2021.
“The main reasons for such positive figures include outstanding sales in almost all Red Bull markets, combined with extremely efficient cost management and the ongoing intensification of brand investment,” the company said on its website.
In terms of further expansion, Red Bull is focusing on the core markets of Western Europe and the USA and on growth markets in developing countries. The US is already Red Bull’s most important market and accounts for over 45%, of all sales.
While Red Bull is continuing to promote the original 250ml packaging unit, it is also rolling-out its Red Bull Organics range. “Our plans for growth and investment in 2023 are once again very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow,” the company said.
However, it remains to be seen whether the positive development will continue unabated after the death of Red Bull co-founder and CEO Dietrich Mateschitz in October. (inside.beer, 23.10.2022)
Franz Watzlawick, the former group's global sales manager has been named head of the global beverage business and is leading the business together with CFO Alexander Kirchmayr and CEO of Corporate Projects and Investments Oliver Mintzlaff. (inside.beer, 4.11.2022)
As of the end of 2022, Red Bull employed 15.779 people in 175 countries (end 2021: 13.610 in 172 countries).
