Selecta becomes first Power Partner in Red Bull’s global vending business

Feb. 22, 2022

Europe’s leading route-based self-service and office coffee provider said it has entered into a "Power Partnership" with Red Bull. Selecta Group, headquartered in Switzerland, said the partnership heralds a long-term collaboration between a world-class distributor and service provider and the No. 1 energy drink.  

Red Bull GmbH was founded in 1987 in Austria and has since become the world's top energy drink brand, selling more than 9.8 billion cans in 2021. Selecta is Red Bull's first multi-country vending partner.

"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 said in a press release.

Selecta is best known for its 24/7 vending and self-serve solutions. The partnership with Red Bull recognizes Selecta's success and distribution net cast across a variety of markets, including workplaces, airports, railway stations, universities and hospitals.

“The new Power Partnership with Red Bull is a perfect match," said Mattia Unal, who heads category management 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. And with Red Bull’s impressive expertise and support in category management, we will be able to create best assortments everywhere we operate.”

Unal added that the Power Partnership creates a unique incentive for Selecta’s European merchandising teams. Both companies will share their expertise for procurement, account management and category management, and collaborate on consumer activations, digital engagement and incentive programs.


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