Retailer Selecta has decided to partner with Red Bull to strengthen the distribution of the energy drink brand. Selecta will thus become Red Bull’s first sales partner in several countries, giving both companies the opportunity to explore and open new facilities in a number of markets. Selecta’s distribution network, which includes workplaces, airports, train stations, universities and hospitals, will also benefit the energy drink brand.
“The new energy partnership with Red Bull is a perfect match,” confirms Mattia Unal, group head of food and beverage category management at Selecta, adding that “with Red Bull’s impressive category management expertise and support, we will be able to create the best assortments everywhere we operate.”
For Selecta’s part, the partnership will see both companies share expertise in acquisitions, key account management and category management, as well as support each other in consumer activation, digital engagement and global incentive programs.
