Potential Breach of EU Competition Rules
“If proven, the practices under investigation may breach EU competition rules that prohibit the abuse of a dominant position,” the Commission said in an official statement. It emphasized that the probe’s launch does not imply guilt, but confirmed it would be pursued “as a matter of priority.”
A Push for Fair Play in the Food Supply Chain
Teresa Ribera, the Commission’s Executive Vice President for a clean, just, and competitive transition, underscored the broader implications of the probe. “We want to see if these practices may be keeping prices high and limiting choice of energy drinks for consumers,” Ribera said, reaffirming Brussels’ stance on protecting consumer choice and price fairness.
The Commission noted it had no legal deadline to conclude the investigation but revealed it had already conducted unannounced inspections at Red Bull’s offices in 2023, a move often signaling the seriousness of an inquiry.
Red Bull’s Response
As of Thursday, Red Bull UK declined to comment on the unfolding probe.
The energy drink behemoth, whose slogan “gives you wings” has become synonymous with its brand identity, may now find itself navigating a regulatory storm that could clip them instead. The case could mark another high-profile test of EU competition enforcement in the consumer goods sector—where even the most powerful brands are not immune to scrutiny.
