Red Bull has shaken up its US leadership and global marketing operation. Here’s how the energy drink company has responded to turmoil over Black Lives Matter and calls to increase diversity.

Red Bull CEO Dietrich Mateschitz. Jan Woitas/Picture Alliance via Getty Images
  • Red Bull has been through a series of executive-level changes over the past two months due to internal tension over the energy drink giant’s diversity efforts and its response to Black Lives Matter.
  • The company’s North American CEO and CMO were fired while working to expand outreach to the Black community.
  • Insiders said the turmoil reflects a cultural divide between Red Bull leadership in Austria and the US, its largest market.
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In July, energy drink giant Red Bull fired three top executives, including its North American CEO and CMO, and dissolved the cultural marketing divisions that organised events like live music festivals.

These moves came after internal tensions over Black Lives Matter went public and an offensive slide from a company presentation that was first published by Business Insider and drew attention from major media outlets like The Wall Street Journal.

The departed execs had been working on a plan to increase Red Bull’s diversity and outreach to the Black community, but insiders said that project’s future is now in doubt.

An interim team has been named to run the organisation in North America while Red Bull seeks new leadership.

The turmoil came as Red Bull’s sales continued to grow. The company said it sold nearly one can for every person on earth in 2019 and bounced back from a brief coronavirus-related dip to gain market share over chief rival Monster this year.

In recent weeks: