Sales of Red Bull have surpassed £1bn for the first time.
Over the past year, value sales of the energy drink across the off-trade have grown by 12.5% or £111m – on volumes that have climbed by 12.4 million units – to pass £1bn, new NIQ data shows [52 we 5 September 2026].
The milestone caps a period of sustained growth for Red Bull, which celebrates its 40th anniversary next year. The brand remains the market leader in sports & energy drinks, outpacing a category that is in double-digit value growth [NIQ].
The £1bn sales figure had been delivered via Red Bull’s “ability to grow through occasions”, said customer marketing director Lotte Tregear.
“Red Bull is the product of choice for a multitude of occasions, from driving, at work, study, fitness and with food,” she said. “If there is a moment consumers need energy, there is a perfect Red Bull solution – and the UK population continues to need more energy than ever before.
“Red Bull has continued to deliver on these growing consumer demands with Red Bull Energy Drink, Sugarfree, Zero and Editions, all in various formats, but this year has been bigger than ever.”
Via its ever-expanding Red Bull Editions range, Red Bull had been able to “drive excitement, trial and value into the category, supporting the core”, Tregear said. In 2025, Red Bull Editions shoppers climbed by 14% year on year after the brand launched its first Winter and Spring Editions.
Meanwhile, Red Bull Zero, launched in January 2025, delivered £13.6m in additional sales in its first year in market, tapping growing demand for sugar-free energy.
“Even with the expanded portfolio, NPD has been largely incremental, helping to grow not only Editions but also driving shopper growth across the entire Red Bull portfolio,” said Tregear. “We’re delighted to see all the hard work by everyone at Red Bull and our customers come to fruition in this major milestone.”
It comes after Red Bull was named Soft Drinks Brand of the Year at The Grocer Gold Awards 2026 in July.
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