Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Red Bull Built a Media Empire from a Drink
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Red Bull transformed from an energy drink into a global media powerhouse. They trace the company's shift from selling a beverage to producing extreme sports content, music, and cultural events — all while keeping the can at the center. Specific numbers include Red Bull's 25 billion cans sold in 2025, the 500 athletes on its roster, and the $5 billion annual marketing budget that funds everything from Felix Baumgartner's stratospheric jump to Formula 1 teams and record label projects. The hosts debate…
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