Red Bull CSR Overview

There is a very little information available about Red Bull CSR programs and initiatives. Unlike the major companies of a similar size, Red Bull does not produce an official CSR report. This is partially because the energy drinks manufacturer is a private company, not a corporation, hence there is no shareholder pressure to engage in CSR to a greater extent.

Currently, the scope of Red Bull’s engagement in CSR is limited to the following points:

• In 2013, Red Bull launched its Amplifer scheme, designed to support music start ups
• Red Bull ECO-Coolers use up to 45% less energy than conventional refrigerators. 650,000 ECO-Coolers are installed up to date
• 80 per cent of energy in manufacturing processes are used from renewable sources
• Today Red Bull cans are about 60 per cent lighter than a few years ago
• Red Bull uses aluminium cans that are 100 per cent recyclable
• Wall-to-Wall production technique used by Red Bull saves 8,750,000 km of truck travel annually. This technique involves manufacturing and filling cans on the same site and saves more than 6,641 tons of CO2 emissions each year
• Red Bull Wings for Life campaign funds cutting-edge research projects towards spinal cord injury

At the same time, it is hard to see any effort Red Bull is making on the following important aspects of CSR:

1. Supporting local communities
2. Educating and empowering workers
3. Labour and human rights
4. Employee health and safety
5. Gender equality and minorities
6. Responsible water consumption
7. Sustainable sourcing

Red Bull GmbH Report contains a criticism of Red Bull CSR programs and initiatives.  The report also illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Red Bull. Moreover, the report contains analysis of Red Bull’s marketing strategy along with discussion of its leadership and organizational structure.