The European Commission has launched an antitrust investigation into Red Bull GmbH, suspecting the Austrian energy drink powerhouse of abusing its market dominance to suppress rival brands across Europe’s retail landscape.
According to a statement released Thursday, the Commission suspects Red Bull of orchestrating a pan-European strategy that may have violated European Union competition laws by restricting fair market access to competing energy drinks at supermarkets and petrol stations.
A Battle Over the Shelf Space
Regulators said they had found early evidence suggesting Red Bull may have used its clout to keep competitors off retail shelves—or at least shove them out of sight. The alleged scheme, if true, could have impacted energy drink options for consumers throughout the European Economic Area (EEA).
The inquiry centers on whether Red Bull, known for its iconic 250-milliliter cans, tried to limit competition from energy drink makers selling larger-sized products.
The Commission said its concern is that Red Bull incentivized or pressured retailers, particularly in the Netherlands, to prioritize its own brand by reducing visibility or access to rivals’ drinks.
