Opinion from global food and drink experts, Zenith Global


June 16th, 2011 | Posted by Richard Hall in Energy drinks

Bloomberg published some great insights on Red Bull, with comments from its owner Dietrich Mateschitz, last month.

First, some figures.  2010 sales were up 7.9% to 4.2 billion cans and up 15.8% to $5.2 billion, with 7,758 employees and a Formula 1 spend of $200 million.

Second, some choice remarks.  “Taste is of no importance whatsoever … It’s an efficiency product …  Is it a drug ?  Is it harmless ?  Is it dangerous ?  That ambivalence is so important.  The most dangerous thing for a product is low interest.”

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