The five year association between Schweppes and Red Bull GmbH is about to come to an end. In July 2003 Red Bull Australia and Schweppes formed a distribution alliance, with Schweppes to assist with sales, distribution and merchandising of the popular energy drink. In most countries Red Bull takes sole responsibility for distribution, but the association with Schweppes was made due to the strength of their network in Australia and the resulting ability to increase sales of the product. The decision... ...Read more »

The energy drink market has become increasingly competitive, as beverage companies seek to capitalise on the desire for consumers to find an energy boost during their day. The global energy drink industry, which has been one of the top performing beverage sectors over the past decade, is still dominated by Red Bull despite several attempts by beverage giants PepsiCo and Coca-Cola to take a chunk out of their market share. In Australia and New Zealand ‘V’, owned by Frucor Beverages, has... ...Read more »