BevNET Review

While our opinion on Red Bull's flavor hasn't changed -- it is truly painful to drink -- we will give Red Bull credit where credit is due. Namely, the brand power that this product has created is truly amazing. Many people in the industry may hate Red Bull, but without Red Bull there wouldn't even be a market for the other 150+ products currently crowding the shelves. However, Red Bull faces some potential bumps in the road in the coming 24 months. First, the product has completely oversaturated the market -- Red Bull is in just about anywhere that you can fit a mini-cooler as well as mass merchandisers, bike shops, bars, etc, etc, etc. This could result in Red Bull becoming passe by removing the "cool" factor that made the brand so successful. Second, while other companies are improving formulations, flavors, and packaging, Red Bull stays the same. Will consumers find something that truly works better? Third, from our point of view Red Bull has a less-than-stellar industry reputation -- and many people are praying for their demise as a result. Finally, given that Red Bull is a one trick pony (compared to others such as Coke and Pepsi), the party is in serious jeopardy if sales start to slump, a price war starts, or press over energy drink health concerns start to proliferate (hypothetically speaking). Overall, tremendous brand power right now, but does it have true staying power to last another 5 years as number one?