Red Bull under the microscope of the European Commission. An antitrust investigation begins
The statement of the European Commission indicated that ithere are suspicions that the Austrian manufacturer may have used a strategy aimed at restricting competition in the European Economic Area. These are energy drinks with a capacity of more than 250 ml, which are sold in supermarkets and gas stations.
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According to the Commission, Red Bull allegedly offered retailers various incentives – both financial and non-financial – to limit the sale of competing products or reduce their visibility on shelves.. The company also allegedly put pressure on retailers to stop offering energy drinks from other manufacturers. It is suspected that these actions were aimed primarily at Red Bull's closest competitor. The Commission indicated that such practices could have been used at least in the Netherlands.
EU Commissioner for Competition, Teresa Ribera, emphasized that the purpose of the investigation is to determine whether Red Bull's actions lead to maintaining high prices and limiting product choice for consumers. In her statement, she noted that this investigation is part of the Commission's broader efforts to protect competition rules in the food supply chain, which is intended to benefit European consumers.
Read also: The European Commission defends Airbus and sets conditions for Boeing
Failure to comply with European Union antitrust laws may result in severe penalties. Companies violating these regulations may be charged with fines of up to 10%. their annual sales revenues.
