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Red Bull (B): A Shot at the Future?

Farris, Paul W.

Case

Red Bull (B): A Shot at the Future?

Farris, Paul W.

M-0852 | Published June 3, 2013 | 2 pages Case

Collection: Darden School of Business

Product Details

This case, a supplement to UVA-M-0663, examines the energy drink market during the span of years from 2005 to 2012. Red Bull still retained the highest share by value, but energy shots, a new product form pioneered by 5-hour Energy, were showing phenomenal growth in the category.

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