The Red Bull story: how a drink that failed its market test now sells almost 14 billion cans a year
Red Bull's premium pricing: why the drink costs so much more than cola
Red Bull costs far more than cola, and that was the plan from the start. Its maker even said that a small price gap would have been the real mistake.
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One of Mateschitz's first choices looks like a mistake. He sets the price of Red Bull far above cola. Years later, when it reaches Germany, a can costs about three times as much as a can of cola.
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Red Bull is new, and nobody knows its name. So why would a shopper pay that much for it? Yet Mateschitz says a price only a little higher than cola would have been the real mistake.
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