It started as one product, in one flavor, in one package size, but to call Red Bull just an energy drink company today would be a disservice to the brand. Variations of its logo have appeared on everything from an international breakdancing competition to a record label. Now, after two decades of growing the brand into sports and entertainment realms, Red Bull has returned to its core: beverages.
Emerging subcategories re-define sports drink shelves
The CSD remains the center of the soft drink business.
The event highlighted growing categories, warned of dangerous practices.
VEB has made several intriguing moves, no obvious miscues
PlantBottle, mid-tier brands, and kidney stones.
Can beverage companies successfully use Reb-A?
Beer brands, energy shots and the Kool-Aid Man.
Events like this bring out the best in beverage marketing.
It's fair, now, to call the once young and explosive category "mature."