A total of 4.631 billion cans of Red Bull were sold worldwide in 2011, representing an increase of 11.4% against 2010. Company turnover increased by 12.4% from EUR 3.785 billion to EUR 4.253 billion.
In all key areas such as sales, revenues, productivity and operating profit, the figures recorded were the best in the company's history so far.
The main reasons for such positive figures include outstanding sales, especially in key markets such as the USA (+11%) and Germany (+10%), and also in other markets such as Turkey (+86%), Japan (+62%), France (+35%) and Scandinavia (+34%), combined with efficient cost management and ongoing brand investment.
Besides winning both the constructors' and drivers' Formula 1 championships for a second year running, 2011 also saw the extremely dynamic expansion of our media activities. In terms of further expansion, Red Bull is targeting the core markets of Western Europe and the USA, as well as the growth markets of Brazil, Japan, India and China. Growth and investment will – as is customary at Red Bull – continue to be financed from the operating cash flow.
As of the end of 2011, Red Bull employed 8,294 people in 164 countries (end 2010: 7,758 in 161 countries).
In spite of the still very difficult and uncertain financial and global economic climate, our plans for growth and investment in 2012 remain just as ambitious and we envisage a continued upward trend.