Red Bull is a global energy drinks brand, known for its iconic products and strong presence across sport, music and entertainment. Operating in over 175 countries, Red Bull connects with consumers through innovative marketing, major events and partnerships, creating memorable brand experiences and driving engagement across a wide range of audiences.
Intelligence
Europe
Market Trackinguplift in Red Bull sales
percentage points above overall venue sales growth
percentage point increase in mixer/standalone share
Red Bull wanted to maximise sales opportunities around All Points East festival by identifying pubs attracting its target customer demographics and delivering more effective, targeted in-venue activations.
The challenge was understanding which venues offered the greatest commercial potential, ensuring activation investment was focused where it could deliver the strongest results.
The objective was to drive incremental Red Bull sales, demonstrate measurable value for both Red Bull and pub operators, and explore opportunities to scale the approach across a wider pub estate.
Data-led venue identification
Using Reward's Site Universe data, Red Bull was able to identify pubs experiencing increased activity among relevant customer demographics around All Points East festival.
By analysing real customer spending behaviour, Reward helped pinpoint high-potential locations where targeted activation could deliver greater commercial impact.
Targeted on-trade activation
The Lord Napier Star, located next to Victoria Park, was identified as a high-potential venue for activation during All Points East festival.
This enabled Red Bull to focus its in-venue activation on a location with strong commercial potential, using real customer spending insights to inform venue selection and maximise sales opportunities.
Measuring commercial impact
The pilot assessed Red Bull sales performance against pre-festival levels and compared brand growth with overall venue wet sales.
This provided a clearer understanding of the activation opportunity and valuable learnings to inform future venue selection and campaign planning.
The pilot demonstrated the commercial potential of combining spending intelligence with targeted on-trade activation.
Red Bull sales increased by 386% during All Points East compared with pre-festival weekend levels, significantly outperforming The Lord Napier Star's overall wet sales growth of 77%.
By identifying The Lord Napier Star as a high-potential venue, Reward helped Red Bull demonstrate the commercial value of data-led activation, delivering measurable sales growth and valuable insights to inform future campaigns across a wider pub estate.
