Red Bull Mission Statement | Vision | Core Values | Strategy (2024 Analysis)

Company: Red Bull GmbH
CEO: Dietrich Mateschitz
Year founded: 1987
Headquarter: Fuschl, Austria
Number of Employees: 13,610
Type: Private
Annual Revenue (2021): $8.8 billion
Profit | Net income (2021): $4.6 billion

Products & Services: Energy Drinks ǀ Zero Calories Drinks | Sugar-free Drinks | Energy Shots
Competitors: : Keurig Dr Pepper | PepsiCo | the Coca-Cola Company | Monster Beverage

Did you know? Red Bull was originally a Thai drink mainly made for and marketed to construction workers, truckers, and farmers to keep drowsiness at bay. The classic version of Red Bull is sweeter than its European version. Dietrich Mateschitz tried the drink first time to cure his jet lag. The blend of caffeine and taurine reduced his plane hangover instantly, and that was the humble beginning of taking Red Bull to the global stage.

Red Bull GmbH is a leading Austrian-Thai private corporation popular for its variety of energy drinks available with the same name. The renowned energy drink company sponsors many sporting teams and vents. Based in Salzburg, the company started its energy drink as a product named “Krating Daeng” (means red bull).

In 1984, Dietrich Mateschitz, an Austrian marketer, took permission from Yoovidhya to establish a company to sell the energy drink in Austria and other countries. By 2019, Red Bull became one of the most sought-after energy drinks sold across 171 countries. The drink is a combination of B-group vitamins, taurine, caffeine, sugar, and Alpine water to boost energy levels in the body.

Red Bull is a leading sponsor of extreme sports such as aerobatic flying, rugby, basketball, and cliff diving.

Red Bull’s annual revenue is $8.8 billion.

Mission Statement of Red Bull GmbH

“Give wings to people and ideas”

While Red Bull primarily manufactures energy drinks, the company includes many goals in its brief mission statement. The popular soft drink company’s precise statement indicates the following aspects of its distinguished services and products.

Mission Statements Analysis of Red Bull

• Promoting Freedom and Active Lifestyle

Giving wings to people is the main aim Red Bull’s mission statement reveals. It implies the brand’s comprehensive objective to support people in their goals and help them achieve their dream by providing them with the best energy drink.

Red Bull positions itself as an excellent energy drink for people who dare to chase their goals or aspire to live an adventurous life. The company understands its target audience and reaches them with clear, constant, and consistent communication through its mission statement and marketing strategy.

Red Bull stays true to its goal by sponsoring sports events to build powerful brand awareness and show that its energy drinks can give people out-of-the-world, incredible performance.

In 2012, RedBull sponsored and organized “Stratos.” It was a unique event in which Felix Baumgartner from Austria attempted a parachute jump from the mountain in front of hundreds of people.

• Providing Valuable Products and Services

Since its launch, Red Bull has established a reputation as the most satisfying energy drink in the world. Energy drinks are popular for vitalizing the mind and body. The mission statement signifies that Red Bull drinks work great for everyone, from busy professionals, athletes, and travelers to students.

The company ensures to follow specific and strict conditions to make its competitive products. It maintains top standards to provide an effective range of energy drinks.

• Upgrading Lives

Red Bull has established itself as a company with clear goals to support a wide range of extreme sporting activities globally. The company has been supporting and sponsoring sports teams and events during festivals and championship events. Sponsoring sports events is a way to contribute to society’s development and growth economically.

Red Bull Sustainability Goals

“A can has more than one life”

Red Bull has always played a vital role in creating a sustainable environment. The company considers making the environment livable for everyone as its core responsibility. It ensures to follow and implement sustainability goals throughout the manufacturing process of the energy drinks.

It emphasizes sustainable packaging, improving energy use, and lowering carbon emissions in supply and production. The key components of the sustainability goals of Red Bull include.

• Promoting Environmentally Friendly Production

Red Bull aims to create and promote an environmentally friendly production process. The company achieves this by collecting empty cans and recycling them. The brand uses recyclable aluminum cans as they’re easy to melt down without loss of quality. The company saves 95 percent of energy by recycling its aluminum cans.

In addition to that, Red bull ensures producing drinks in resource-conserving ways. It uses 100 percent recyclable pads, trays, displays, and cardboards.

• Creating a Centralized Eco-Friendly Production

Another aspect of Red Bull’s sustainability goals is developing eco-friendly production methods to ensure environmental benefits. The leading soft drink company has a centralized production system that implements efficient and innovative technologies to conserve resources. Plus, the use of high-quality ingredients and state-of-the-art processes guarantee premium product quality.

Core Values / Culture of Red Bull

The Red Bull Company’s offices reflect its brand culture. The reputed soft drink company stimulates innovation and collaboration to make the work culture more creative. It designs offices that promote concentration and focus among employees.

The company also ensures seamless communication among the workforce with advanced meeting rooms, cafes, and gyms to help people celebrate and socialize together.

Red Bull’s core values include components like ideas, people, and culture.

The popularity of Red Bull is because of the unique way it approaches business practices. The company’s values show that it places its workforce first to cultivate and promote a healthy culture. This is how it capitalizes on ideas drawn from the experts to progress and grow.

Red Bull’s fast-paced environment encourages people to develop a unique and innovative entrepreneurial mindset. The core values show that the company aims to provide the freedom to dream and face challenges.

 References & more information

• Red Bull, Red Bull Stratos, Red Bull
• Red Bull, Gives you Wiiings Red Bull
• Featured image by Jesper Brouwers

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