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EU Opens Antitrust Probe Into Red Bull’s Market Practices

By  |  November 13, 2025

EU antitrust authorities have launched a formal investigation into Red Bull over concerns that the Austrian energy drink producer may have engaged in tactics that undermine competition in the sector, according to Reuters. Regulators say the inquiry focuses on whether Red Bull sought to limit the availability of competing beverages, particularly those produced by its nearest rival in the energy drink market.

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    The European Commission’s move follows unannounced inspections at Red Bull locations in 2023 and stems from complaints made by U.S.-based competitor Monster Energy, per Reuters. Officials said the alleged strategy was carried out in the Netherlands, a market where Red Bull holds significant influence. While the Commission did not publicly identify the impacted rival, it said the alleged conduct focused on restricting the sale of competing energy drinks.

    Related: EU Court Upholds Red Bull Dawn Raids in Antitrust Probe

    “We want to see if these practices may be keeping prices high and limiting choice of energy drinks for consumers,” EU antitrust chief Teresa Ribera said in a statement. Red Bull declined to comment when approached by Reuters.

    According to the Commission, investigators are examining claims that Red Bull offered both monetary and non-monetary incentives to supermarkets and petrol station retailers in exchange for halting sales of rival energy drinks sold in containers larger than 250 milliliters. Regulators are also looking into allegations that the company abused its role as a category manager to influence which products stores stocked.

    If the Commission determines that Red Bull violated EU competition rules, the company could face penalties reaching up to 10% of its global annual revenue, per Reuters. The investigation is ongoing, and officials say no conclusions have yet been drawn.

    Source: Reuters