Selecta and Red Bull renew strategic partnership for 2025 – 2027

Cham, Switzerland – November 2025 – Selecta Group, Europe’s leading service partner in self-serve retail, is proud to announce the renewal of its strategic partnership with Red Bull, the world’s #1 energy drink brand. The new three-year agreement, starting January 2025, builds on proven success and reinforces both companies’ commitment to transparent, data-driven growth across 16 European markets.

Selecta and Red Bull first partnered in 2022 under Red Bull’s Power Partner framework — a program that recognises top-performing distributors for excellence in execution and impact in the market. Since then, the collaboration has delivered strong results, including a 10x volume increase in Germany, achieved through real-time sales insights, targeted activations, and close local teamwork.

A Selecta spokesperson said: “This renewal goes beyond a supplier agreement – it reflects a genuine business partnership built on transparency, shared ambition, and real-time data. By combining Red Bull’s iconic brand with Selecta’s European footprint and smart retail capabilities, we’re unlocking new opportunities for growth across all markets. Together, we continue to raise the bar for modern, data-led self-serve retail, delivering proven impact and a stronger consumer experience every day.”

René Komnick, Global On Premise Lead Vending & Micro Markets at Red Bull, added: “We’re excited to renew this partnership and take it even further. The trust and collaboration between our teams have already shown what’s possible, and we look forward to building on that momentum.”

As a service partner at the centre of Europe’s €45 billion self-serve retail market, Selecta connects Red Bull to millions of consumers every day across workplaces, universities, airports, and transit hubs. With a strong presence and high-impact visibility 24/7, Selecta ensures Red Bull stays within reach wherever consumers need it most.

The renewed agreement sharpens the focus on joint business planning, innovation in product and placement, and transparent measurement through a shared real-time dashboard. Local activations will bring the partnership closer to consumers, while clear data-sharing strengthens accountability and consistent growth across all markets.
Together, Selecta and Red Bull are raising the bar for self-serve retail — combining operational excellence with brand energy to deliver reliable, high-quality consumer experiences.