EU opens anti-trust probe into Red Bull

Core Viewpoint - The European Commission has initiated an anti-trust investigation into Red Bull to assess whether the company has illegally restricted competition in the energy drinks market, particularly concerning products larger than 250ml sold in off-trade channels like supermarkets and petrol stations [1][6]. Group 1: Investigation Details - The investigation will focus on whether Red Bull has employed practices that restrict competition, including offering incentives to off-trade customers to delist or reduce the visibility of competing energy drinks larger than 250ml [3]. - The inquiry will also examine if Red Bull has misused its role as a category manager at certain retailers to disadvantage rival products [4]. - This investigation marks the first instance of the Commission examining potential abuse related to category management roles by a supplier [4]. Group 2: Market Position and Regulatory Focus - Red Bull is reported to hold a dominant position in the Netherlands' wholesale market for branded energy drinks, which has drawn particular scrutiny from regulators [2]. - The Commission has stated that the investigation will be conducted as a priority, although the opening of proceedings does not imply any predetermined outcome [5]. - Teresa Ribera, a key official at the Commission, emphasized the investigation's aim to determine if Red Bull's practices are keeping prices high and limiting consumer choices in the energy drinks sector [6].