The energy drink manufacturer Red Bull achieved new records in the company’s history in 2023 in terms of sales, sales and operating profit. As the company announced on its homepage, group sales grew by 9 percent compared to 2022, from 9.69 billion euros to 10.56 billion euros. 12.14 billion cans of Red Bull were sold worldwide last year, an increase of 4.8 percent compared to the also very successful year 2022.
The company did not disclose the amount of operating profit. According to Red Bull, the main reasons for the positive figures were “the excellent sales development in almost all Red Bull markets worldwide” as well as consistent cost management and the strengthening of corresponding brand investments. Compared to the previous year, the growth was no longer quite as exorbitant (plus 23.9 percent in sales and plus 18.1 percent in cans sold from 2021 to 2022).
According to the company, the focus of future expansions will be “the core markets of Western Europe and the USA and the future markets in developing countries” and a further strengthening of the original 250ml packaging unit. “The growth and investment plans are once more very ambitious for the 2024 financial year. They provide for a continuation of the previous positive development and – as is usual at Red Bull – will be financed from the operating cash flow.”
Sponsor of well-known athletes
According to the financial news agency Bloomberg, sponsorship payments to athletes supported by Red Bull exceeded the 1 billion euro mark for the first time in 2022. Dutch racing driver Max Verstappen won his third Formula 1 title in a row for the Red Bull team last year. The group also includes football teams in Germany, Austria, New York and Brazil. The company also applied for approval in Austria this month to buy a majority stake in the Bora-Hansgrohe racing bike team.
After the death of Red Bull founder Dietrich Mateschitz in October 2022, the group will be led by a three-person management team. Mateschitz owned 49 percent of Red Bull, which passed to his son Mark Mateschitz following his death. 51 percent belong to the Thai entrepreneurial family Yoovidhya. Mark Mateschitz received a dividend of 582 million euros for his share last year.
At the end of 2023, the company employed 17,848 people in 177 countries (end of 2022: 15,779 in 175 countries).
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