The Salzburg energy drink manufacturer Red Bull once again closed the 2023 financial year with an increase in turnover and profit. Annual turnover exceeded the 10 billion euro mark for the first time and amounted to 10.55 billion euros, an increase of nine percent compared to 2022 (9.68 billion euros).
Operating profit increased from 2.29 to 2.38 billion euros in the same period, which corresponds to an increase of 3.9 percent.
Last year, 984 million euros in dividends were paid out to the two owners, Mark Mateschitz (49 percent) and the Thai Yoovidhya family – about 500 million euros less than in 2022 (1.51 billion euros).
The United States is one of the most important markets
Red Bull’s main markets are the US, where sales amounted to 4.72 billion euros, and Europe, with sales of 3.94 billion euros. Sales grew by double digits in both regions (ten percent in the US and twelve percent in Europe). In the other American markets, turnover fell by 4 percent to 760 million euros, while the rest of the world achieved growth of 3 percent and 1.3 billion euros.
Paid 599 million euros in taxes
Red Bull’s marketing budget amounted to 2.48 billion euros last year (2022: 2.29 billion), of which more than a billion went to sponsorship, almost 800 million euros to advertising, 440 million euros to retail sales promotion and 120 million euros to consumers. The group paid 599 million euros in taxes, which was slightly less than in 2022.
17,137 employees in the group
The number of employees rose sharply: the group had an average of 17,137 employees, compared to 14,895 a year earlier. As a result, personnel costs increased from 1.57 billion to 1.78 billion euros.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
