Selecta partners with Red Bull to strengthen brand’s distribution

Unattended retail company Selecta has entered into a partnership with Red Bull to strengthen the energy drink brand’s distribution.

Selecta will become Red Bull’s first multi-country vending partner, giving both companies the opportunity to explore and open new premises across a number of markets. Selecta’s distribution network – which includes workplaces, airports, railway stations, universities and hospitals – will benefit the energy drink brand.

“The new power partnership with Red Bull is a perfect match,” said Mattia Unal, group head of category management food & beverages at Selecta.

“With Red Bull’s impressive expertise and support in category management, we will be able to create best assortments everywhere we operate.”

According to Selecta, the partnership will see both companies share their expertise in procurement, key account management and category management, as well as support each other on consumer activation, digital engagement and global incentive programmes.