1

Project Proposal: Red Bull Jager

Julian David Cardona (2121029)

Md Omar Faruk (2113600)

Prit Pal Singh Anand (2108190)

Mohammed Modupe Aransi (2022524)

Niharika Chintakayal (2110399)

Abhishek Bemotra (1916434)

University Canada West

(MRKT 621) Marketing Management
Peyman Assadi

August 19, 2022

 2

Red Bull has been recognized as the most popular energy drink brand since 1987. It first

introduced an entirely new category in the world food & beverage industry: the energy drink.

Currently, they are offering different flavored energy drinks such as Red Bull Energy Drink, Red

Bull Sugar-free, Red Bull Zero, and Red Bull Special editions. “There are some well-known

strategies behind Red Bull’s success, including its involvement with extreme sports such as hang

gliding and bungee jumping and its participation in the F1 circuit through its eponymous team

(Pangarkar & Agarwal, 2013). Besides sporting events, they organized cultural and musical

programs worldwide. Even though it’s the highest global market position in the F&B industry,

especially in the energy drink category, we believe one item can impulse the brand to another

level: “Reb Bull Jager,” a hard seltzer gluten-free alcoholic drink. Nowadays, a cocktail drink

called Jagger Bomb is famous and recognized among consumers in pubs and bars. Like White

Claw, several alcoholic cocktails are prepared to be sold and consumed in the market.

People are fond of drinking Red-bull mixed with various alcoholic drinks like Vodka or

Jägermeister. A product of mixed energy drink and alcohol like our proposal “Red Bull Jager”

will be a timely and successful addition to its product line. Our proposed item will succeed

because of Red Bull’s ability to tell a story that entices its audience (Priya, 2020). In addition, it

has substantial brand equity and the world's highest 43% energy drink market share (T4, 202).

Furthermore, they give values and aesthetic commitment to creating extraordinary

items. Therefore, we believe entering the multi-billion alcohol market through our proposed

product will not only reposition this brand at a new level but also boost the market share further.
 3

References

Pangarkar, N., & Agarwal, M. (2013, June 24). The Wind Behind Red Bull’s Wings. Forbes.

https://www.forbes.com/sites/forbesasia/2013/06/24/the-wind-behind-red-bulls-wings/?

sh=441ba25a7b79

Priya, S. (2020, June 24). How Red bull turned a niche market into a billion-dollar global

industry and became a powerhouse of marketing strategies? [LinkedIn]. LinkedIn.

https://www.linkedin.com/pulse/how-red-bull-turned-niche-market-billion-dollar-

vishwanathan/

T4. (2021, January 23). Energy Drink Market Share | T4. Https://Www.T4.Ai/.

https://www.t4.ai/industry/energy-drink-market-share