Salzburg is a leading Austrian beverage company in energy drinks industry all over the world.

After obtaining a degree in Economics in Vienna, he began his career at Procter & Gamble before joining Blendax, a German manufacturer of cosmetics. In charge of marketing, Dietrich MATESCHITZ traveled the world. It was during one of his business trips he discovered energy drinks, common in Asia but still unknown in Europe. With the help of two partners from Thailand, he develop a strategy to manufacturing beverage dispensing the emblem of a bull. In 1987, the company Red Bull GmbH is officially launched. It is now one of the most renowned brands from Austria. The secret of success lies in Red Bull positioning coupled with an aggressive dedicated sponsoring for extreme sport events. Early 2005, Red Bull racing worked with Jaguar. At the end of the same year, he also bought Minardi, to make the Scuderia Toro Rosso. In 2011, Red Bull flows 1.9 billion cans per year, while generating $ 2 billion in annual revenue. Dietrich MATESCHITZ has built a huge glazed hall, called Hangar-7 at Salzburg Airport, in order to house his personal collection of vintage aircraft. "In the beginning, there was no market for Red Bull, we said that we create and this is what we did."

GHQ synchronizes a cohort of Austrian subsidiary itself invested in the promotion, distribution and development of the brand. All these service delivery entities show honorable results by taking advantage of the inertia of its main client : Redbull trades and declension. Telephony, events, pay TV channel are some of the areas invested by its companies. Although now it would represent no interest, an IPO would send professionals to estimate the sustainability of Salzburg in order to issue a share cost. Beyond the economic and structural examinations, a transverse observation can provide information on the results in the future.

First, by treating Redbull as a primary customer, branches results  lean from a single company. Conversely to other sectors like the one of Porr AG, if a lack of liquidity were to affect Salzburg, this would have repercussions on the subsidiaries by the principle of the perfusion disturbed. Impossible to resell these structures to replenish the funds, Salzburg should therefore invest in consolidating areas and communicate about it.

Secondly, nothing can legally blame Salzburg. Until May 29, 2020, The Austrian court finds decisions¹ which imply the mark only fortuitously. In July 2019, CJEU only deals with minor cosmetic matters¹. In July 2020, Thailand's attorney general's office dropped¹ the lawsuits against Dietrich MATESCHITZ's partner. The so called Redbull judgment pronounced by the magistrates of NY is serious only for the students from law school. The US SEC makes statements that comply with the law. In short, Redbull is clear.

Finally, health issues should be observed. We have seen how the precautionary principle surrounding energy drinks has been set aside. It remains to clarify the political measures around pandemics. The obligation to work at home does not constitute an obstacle to the consumption of aliment. Especially during a continuous stress, leisure products know an upsurge. Red Bull is not listed on the stock exchange, it cannot claim the highest level of Distributor verification that would allow to refine this reading whose conclusion cannot be retained for anything other than a speculative extraction.