Red Bull Challenge Our successful Back in 1987, we started a new business relationship partnership with a company that was to come to define the energy with Red Bull drink market, Red Bull. Our challenge was to provide the best quality support for Red Bull as the brand grew demonstrates the and the company’s needs evolved. value we place on Innovation developing close relationships with RB Energy Drink launched in the Austrian market in 1987. our customers. We worked with Red Bull to produce a can to fit the drink’s stylish profile and which would help define a new type of beverage – energy drinks.The result: an iconic, distinctive slim can that helps to position the Red Bull brand, attracting young, upmarket fashion- conscious consumers. In 1992, Red Bull launched in Hungary, the first of many successful export markets. As the brand grew ever more successful, we expanded can production to plants in Austria, Germany and the Czech Republic to match demand. In Germany, we helped Red Bull deal with new mandatory deposit regulations by creating a modified can with a distinctive blue tab that incorporates a cut-out Red Bull logo, so maintaining the high profile of the brand on the shelf. Red Bull is number one in the German energy drink market. Red Bull Experience In July 2005, we delivered our ten billionth can for Red Bull. Red Bull is now the world’s leading energy drink company. You can enjoy Red Bull in over 100 countries worldwide. The can itself has come to symbolise the buzz around the brand. You can even transform old Red Bull cans into art and so be part of one of Red Bull’s popular ‘Art of Can’ exhibitions. Our relationship with Red Bull is built on patience, long-term commitment and a high level of support and collaboration. ‘Our partnership goes right back to the start of the Red Bull era and we look forward to growing with them in future.’ Rexam Chief Executive Officer, Leslie Van de Walle
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