Best Brand 2026: Interview Redbull

Redbull won the Best Brand Award for the category "Best Sport & Energy Drink"!

Red Bull has become a lifestyle brand as much as a drink. In Belgium, which touchpoint do you believe creates the most brand love: product experience, sports/events, content, or community?

Brand love is created where experience meets emotion. It starts with an ice cold can and extends into the World of Red Bull. We want to get under your skin. From major events like Red Bull Soapbox Race - did you know the very first event ever was in Belgium? - to more edgy projects with niche or local communities. We strive to stand out and invite people to do the same. 

If you had to name one rational reason people trust Red Bull (beyond ‘it works’), what would it be and how do you keep that credibility strong in a category full of similar claims?

We introduced Red Bull in Belgium in 1996. That's 30 years ago. We stuck to our vison from day one and have been building reputation and trust since then. A product that works, drank by the very best athletes and at remarkable events. We have always maintained a clear identity, a reliable formula and high quality standards. As the original energy drink and founder of the category, that long-term commitment to integrity and passion is what reinforces consumer confidence year after year.

Energy can mean many things: physical stamina, mental focus, social drive. Which definition of ‘energy’ resonates most with Belgian consumers right now, and how is that shaping your brand decisions?

Red Bull is for entrepreneurial people with an active lifestyle and big ambitions. Perfect for when you need that extra push: achieving your goals at work, partying with friends, working out, studying, driving long distances or balancing work, family and a social life… It serves as a catalyst for performance, focus and creativity, underlining our support of high performing athletes, big festivals and various sports and culture events. Red Bull likes to make a difference.

When a brand wins a consumer survey, it often means consistency over time. What is one thing Red Bull refuses to compromise on even when trends, tastes, or regulations change?

Red Bull refuses to compromise. The essence of the brand has always been giving wings to people and ideas. Even as trends, tastes or regulations evolve, staying true to our vision and maintaining the highest standards in everything we do ensures that Red Bull keeps growing, remaining credible and relevant over time.

Insights from Francesco Cacamese, Strategic Director at Serviceplan Group Belux

Red Bull has created and owned the energy drink category through iconic branding and genuine efficacy that resonates with active consumers. The brand has transcended functional beverage to become a lifestyle marker and cultural phenomenon among youth and athletes. Red Bull delivers consistent performance in energy and focus that consumers rely on for sports, work, or social activities. The brand's investment in action sports sponsorship and events has built authentic association with dynamic, high-performance lifestyles. For consumers seeking energy drink solutions, Red Bull represents the original and most trusted choice with undeniable cultural relevance.