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Red Bull sells 8 billion cars a year but manufactures none of them

Geoff Riley

24th December 2021

Red Bull sells eight billion cans of their energy drinks each year but it doesn't manufacture any drinks at all!

It outsources 100% of their manufacturing and in essence is purely a marketing company. Production is outsourced to Rauch, an Austrian bottler. Red Bull is the market leader in what is a $50 billion energy drink market.

This thread from Trung Phan is remarkable and provides some superb insights into the nature of the business. Please do have a look!

1/ Red Bull. Everyone's favorite concoction of sugar, B-vitamins, taurine and caffeine.

Today, it sells ~8B cans a year and is the market leader in what is a $50B+ energy drink market.

So, how is it *only* a marketing company? pic.twitter.com/2ksnGKJOw0

— Trung Phan 🇨🇦 (@TrungTPhan) December 23, 2021

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