Energy drink brands

Red Bull brand profile in the U.S.

Red Bull reaches an outstanding brand awareness of 92 percent among U.S. energy drink consumers and is popular with 44 percent of them. An equally high media buzz and consumption share of 42 percent makes for an undisputed energy drink brand KPI champion in the U.S.
Claiming to give you wings, the Austria-based brand sold over 100 billion cans since its launch in 1987. Fittingly, success is also one of the most important things for the brand's customers.

Brand KPI profile

Red Bull brand KPIs have wings

Among the U.S. energy drinks audience, Red Bull sets the standard concerning our brand KPIs. With 44 percent liking the brand, and almost the same share drinking Red Bull, the brand’s media buzz is as impressive. 44 percent of energy drinks consumers in the United States had noticed Red Bull on social media, in the media or in advertising in the past 3 months before our representative survey.

Generations

All-gen Red Bull

Red Bull reaches its audience in all generations. While the brand scores “lowest” with Gen Z in brand awareness, being recognized by 88 percent among the energy drinks audience in that generation is a KPI score other brands wouldn’t even dare dream of. Among the Generation X energy drink consumers in our representative survey, Red Bull even reaches a brand recognition of 96 percent. Full stop.

Life values

Success gives you wings

Looking at the most important aspects in life of Red Bull consumers compared to non-drinkers of the Austrian energy drink shows a pretty balanced picture with more in common than setting apart. One aspect standing out is success. Being successful is significantly more important to Red Bull costumers than to non-customers of the Austria based brand.

Published October 8, 2024

Brand KPI deep dive