The European Commission has launched a formal antitrust investigation into Red Bull, the Austria-based energy drink manufacturer. The probe will examine whether the company used its dominant position in certain national markets, particularly the Netherlands, to restrict competition from energy drinks sold in sizes larger than 250ml. According to the Commission, evidence suggests that Red Bull may have offered incentives to retailers to delist or reduce the visibility of competing products. The Commission stated, “the opening of a formal investigation does not prejudge its outcome.”
The inquiry will also assess whether Red Bull misused its role as a category manager to influence product placement, assortment, and promotion in a way that disadvantaged rival brands. This marks the Commission’s first investigation into potential abuse linked to category management. The case follows earlier unannounced inspections carried out between March 2023 and September 2023, which Red Bull later challenged in court. The General Court upheld the inspections in October 2025, confirming that the Commission acted on sufficient grounds. The investigation will continue without a fixed deadline, depending on case complexity and the company’s cooperation.
