Red Bull Is Determined to Defend Its Territory | LA Times

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Red Bull Is Determined to Defend Its Territory
The top energy-drink brand is taking action to protect its market share and trade name, including suing bars.

By Arlene Martínez, Times Staff Writer

Brett Miller tried, but he couldn't outrun the bull.

His Moondoggies restaurant and bar in San Diego was once among the region's biggest sellers of Red Bull, a highly caffeinated soft drink that does double duty as a cocktail mixer. Yet when Miller switched brands, the beverage maker stuck him with a lawsuit.

Having single-handedly created the so-called energy drink category when it charged into the United States from Austria seven years ago, Red Bull controls 62.7% of the $650-million market in the U.S., according to research firm Beverage Marketing Corp.

That's down from a commanding 68% share in 2000, as a herd of challengers has entered the ring.

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