Red Bull

RATING

SECTOR

Beverages

WEBSITE

CONTACT

1740 Stewart St, Santa Monica, CA 90404 United States

STOCK EXCHANGE

N/A

LISTING

#228 World’s Best Employers 2020

#69 World’s Most Valuable Brands 2020

#205 America’s Best Midsize Employers 2019

EMPLOYEES

12,736

CHIEF SUSTAINABILITY OFFICER

N/A

AWARDS

N/A

CONTENT SOURCE

FURTHER READING

Report created by Cec Ehrhard 

Red Bull

SECTIONS :  Sustainability    Evaluation  •  Progress  •  Watch  Overview

Company Activity

Red Bull is a private company that produces energy drinks.

Red Bull was founded in 1984 by Dietrich Mateschitz after first discovering a different brand of energy drinks. He then sought out to create his own that appealed more towards the European taste. The brand’s popularity soared in the 1990’s and continued this trend to the present day. Red Bull drinks are known across the world and one of the most well known energy drinks on the market.

Red Bull is also known for its extreme sport marketing, specifically for cliff diving, BMX, skateboarding, NASCAR, skiing, etc. Furthermore, the brand sponsors professional sports teams for soccer and ice hockey. In 2007, Red Bull launched a record label “Red Bull Records” which organizes festivals and concerts all over the world.  

Company Sustainability Activity

“Sustainability has always been a part of Red Bull’s DNA: This means an emphasis on dealing appropriately with our packaging and can, and on reducing our carbon emissions and energy use in their production and supply wherever possible.”

Highlights

  • All aluminum cans are recyclable
  • 100% of card, trays, pads, and displays are made of recyclable cardboard

Targets

N/A

Progress

  • 11,000 tonnes fewer C02 emissions every year 
  • 45% energy saving from new ECO cooler, 95% of total coolers are already Eco coolers

Certificates

N/A

UN Sustainable Development Goals

UN SDGs Compliance

The following section aligns current company-wide sustainability initiatives with the UN Sustainable Development Goals. 

SDG 12

  • “We were able to minimise can transport distances by changing our two production sites in Austria and Switzerland to so-called “wall-to-wall production”. In this innovative process, the production of beverage and can as well as the filling are carried out on site. After filling, we transport the majority of the cans by rail to various conveniently located ports and then by ship all over the world.”
  • “Thanks to the “wall-to-wall” production, more than 5 billion cans a year do not have to be transported or processed before they leave the plant for their destination. This saves the corresponding emissions of more than 30,000 lorry journeys per year, nearly 13,000 tonnes of CO₂.”

SDG 13

  • “Red Bull ECO-coolers contribute to a lower environmental impact through natural refrigerants, LED lighting, energy efficient fans and energy management devices such as automatic activation of night mode”.

Evaluation

Red Bull is at their initial stages of their sustainability journey.

Red Bull provides extremely limited information regarding their sustainability activities. The sustainability information is found on their website and majority of the information is repeated to make the content appear more complete.

The company does not have any clear SDGs in place. Red Bull has does not have any targets in place and has zero certificates, therefore, the company has been given a “D” rating.

Outlook: Negative

The company has not laid out any targets for the future and has shown extremely little progress. 

Key Points

  • Red Bull does not have a separate CSR or ESG report
  • No targets in place; no efforts shown for the future of sustainability
  • Given that it is a beverage company, the supply chain and distribution would lead to the most harm and GHG – Red Bull should be committed to using electric vehicles to transport their products and addressing sustainability practices in the supply chain such as using 100% renewable energy to create the cans or 100% sustainable sourcing for sugar and other ingredients 
  • Bare minimum done to help to environment

N/A

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