Beverages EU launches competition proceedings against Red Bull
The EU Commission has launched an antitrust investigation into the energy drink manufacturer Red Bull.
13.11.2025, 12:40
SDA
The Commission stated in Brussels on Thursday that it was investigating whether the Austrian company had unlawfully restricted competition and abused its dominant market position. It is suspected that Red Bull gave supermarkets and petrol stations "monetary and non-monetary incentives" to prevent the sale of competing energy drinks.
Red Bull is said to have pursued such a strategy, at least in the Netherlands. It is said to be directed primarily against Red Bull's "main competitor". It can be assumed that this refers to energy drink manufacturer Monster, in which the US group Coca-Cola also holds a stake. According to the Commission, the case concerns energy drinks with a content of more than 250 milliliters - the size of the now famous Red Bull standard can.
According to the report, Red Bull is said to have attempted to either stop the sale of competing products to its corporate customers or at least make them less attractive - for example by making them less visible in stores.
The EU competition authorities searched Red Bull's premises in several member states in March 2023. The company had announced at the time that it would cooperate with EU officials "in all matters". If the investigated practices prove to be true, they could violate EU competition rules, which prohibit the abuse of a dominant market position.
