EU launches antitrust probe into Red Bull over energy drink practices

The European Commission has launched an antitrust investigation into Austrian energy drink maker Red Bull, over concerns that the company may be restricting competition in the European energy drinks market.

The investigation comes after a series of dawn raids on Red Bull in 2023 and allegations of anti-competitive tactics from U.S. rival Monster Energy. EU regulators are examining whether Red Bull has implemented a Europe-wide strategy to limit competition from energy drinks larger than 250 ml sold in supermarkets and petrol station shops, Caliber.Az reports via foreign media.

According to the European Commission, the alleged practices were particularly evident in the Netherlands, where Red Bull holds significant market power. The investigation focuses on whether the company offered monetary and non-monetary incentives to retailers to stop selling rival drinks above 250 ml, and whether it misused its position as a category manager to influence the market.

EU antitrust chief Teresa Ribera said, “We want to see if these practices may be keeping prices high and limiting choice of energy drinks for consumers.”

Red Bull has declined to comment on the investigation.

If found guilty of breaching EU antitrust rules, the company could face fines of up to 10% of its global annual sales.

By Vugar Khalilov