New Partnership with Red Bull

Selecta gets its wiiings and becomes first Power Partner in Red Bull’s global vending business.

Cham Switzerland, 16th February 2022. Selecta, Europe’s leading route-based, self-service provider, proudly enters a Power Partnership with Red Bull. For both companies, it is the starting signal for a strong collaboration and a long-term partnership between a world-class distributor and service provider with the #1 energy drink brand.

Red Bull GmbH was founded in 1987 in Austria and has since become the number 1 energy drink brand in the world, selling over 9.8 billion cans in 2021. The company selects its Power Partners based on clearly defined criteria, which is why Selecta becomes its first multi-country vending partner with the vision of strengthening Red Bull Energy Drink’s execution and distribution in all relevant locations. This gives both companies the opportunity to explore and open new premises through the massive potential of Red Bull’s winning category and top supplier value being multiplied by Selecta’s steady and innovative distribution growth.

Selecta is best known for its broad range of vending and self-serve machines for decades and offers various innovative vendor solutions that need to be available 24/7. On these grounds, the new Power Partnership is a sign of appreciation for Selecta’s longtime success story and its great distribution net across all markets, including workplaces, airports, railway stations, universities, and hospitals, which will be a massive benefit for Red Bull.

“The new Power Partnership with Red Bull is a perfect match”, says Mattia Unal, Group Head of Category Management Food & Beverages at Selecta, “giving us the best opportunities to not only follow but to further strengthen our purpose – to make millions of people feel great every day. This is Joy to Go with an A-brand that will give us all wings! And with Red Bull’s impressive expertise and support in category management, we will be able to create best assortments everywhere we operate.”

Linked to the unique and highly attractive Red Bull product line, the new Power Partnership creates a unique incentive for Selecta’s European merchandising teams. Both companies will share their expertise for procurement, key account management and category management, and will mutually support each other on consumer activation, digital engagement, and global incentive programs for ambassadors in all countries.