Red Bull – the top-selling energy drink in the United States – has successfully built a brand that embodies adventure and risk-taking. Through their social media videos of athletes doing crazy stunts and sponsorships with NASCAR and Major League Soccer teams, Red Bull showcases how their energy drinks #givesyouwings.
So, how much does the brand resonate with consumers, and who’s drinking it? The latest CivicScience data show that 19% are favorable to Red Bull, 51% are unfavorable, and 31% are neutral (among U.S. adults familiar with the brand). Gen Z are most likely to be fans (37%), followed by younger Millenials aged 25-34 (32%). Through further analysis via the InsightStore, it’s clear that Red Bull isn’t just an energy drink brand; their fans live a specific lifestyle.
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