Vienna/Fuschl/Brussels (APA) – The European Commission has launched an antitrust investigation into the Austrian energy drink company Red Bull. The inquiry aims to determine if the Salzburg-based firm has unlawfully restricted competition and abused its dominant market position, as announced by the Commission on Thursday. There are suggestions that Red Bull has offered “monetary” and “non-monetary” incentives to supermarkets and gas stations to hinder the sale of rival products.
Brussels authorities are concerned that Red Bull may have executed this strategy specifically in the Netherlands, primarily targeting its largest competitor, the US-based Monster Energy. Reports indicate that Red Bull attempted to impede or disadvantage the sale of competing brands among its retailers, for instance, by reducing their visibility in stores. This issue involves energy drinks with a volume exceeding 250 milliliters.
Potential Influence on Competing Products as “Category Manager”
Additionally, the company is alleged to have leveraged its position as a so-called “Category Manager” to eliminate or poorly position competing products within the retail assortment. In category management agreements, stores such as supermarkets delegate the marketing of a product category—like energy drinks—to a specific supplier. The Category Manager’s role can extend beyond just their own products to include those of competitors, thus allowing them to influence the assortment, placement, and advertising of competing goods in the store.
This marks the first time the Commission has investigated a potential abuse of a Category Management role. Should the suspicions be validated, Red Bull could be found in violation of the prohibition against abusing a dominant market position. The EU Commission has noted that launching this procedure does not suggest a preliminary conclusion regarding the investigation’s outcome. The antitrust inquiry follows raids conducted at Red Bull in March 2023. (13.11.2025)
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