Red Bull Sustainable Distribution:

Greening Your Wings

Outline Introductions

Company: Red Bull

Goal

The How

Reducing Shipping Weight

Regionalizing Distribution

Company Policy

Entrepreneurship: Expand the market

Team 2: Red Bull Green Team ● Gioya Fennelly

○ Columbia University

■ Green Chemistry

● Chris Koh

○ University of Michigan

■ Climate Impact Engineering, Entreprenuership, Sustainable Engineering

● Binod Neupane

○ University of Maine

■ Ecology and Environmental Sciences, Economics

● Marcus Ricci

○ University of Illinois at Urbana Champaign

■ Urban Planning

● Ashley Williams

○ Ohio State University

■ Environment, Economy, Development, and Sustainability

Outline Introductions

Company: Red Bull Goal

The How

Reducing Shipping Weight

Regionalizing Distribution

Company Policy

Entrepreneurship: Expand the market

Company: Red Bull

4.6Billion

165

Market Share

Outline Introductions

Company: Red Bull

Goal The How

Reducing Shipping Weight

Regionalizing Distribution

Company Policy

Entrepreneurship: Expand the market

Goal

Increase market share and profits

Improve the SUSTAINABILITY of their distribution network

Outline Introductions

Company: Red Bull

Goal

The How Reducing Shipping Weight

Regionalizing Distribution

Company Policy

Entrepreneurship: Expand the market

The How:

Reduce shipping weight

Promote the use of alternative transportation fuels

Company Policy

Outline Introductions

Company: Red Bull

Goal

The How

Reducing Shipping Weight Regionalizing Distribution

Company Policy

Entrepreneurship: Expand the market

Reducing Shipping Weight: The Tablet

9.3oz

.02oz

96%

Reducing Shipping Weight: The Tablet

9.3oz

1.3oz

83%96%

Outline Introductions

Company: Red Bull

Goal

The How

Reducing Shipping Weight

Regionalizing Distribution Company Policy

Entrepreneurship: Expand the market

Current Distribution Network

Wall-to-wall production Maximize low

emission transportation modes.

Leg 1Distance: 927.9 KmMode: TrainFuel Type: DieselCO2 Footprint: 37.gCO2

Example Current Distribution Channel: Salzburg to Miami

Leg 2Distance: 8046.7 KmMode: BargeFuel Type: Heavy OilCO2 Footprint: 250gCO2

Example Current Distribution Channel: Salzburg to Miami

Leg 3Distance: 383 KmMode: Heavy Duty TruckFuel Type: DieselCO2 Footprint: 40.18gCO2

Example Current Distribution Channel: Salzburg to Miami

Leg 4Distance: 106 KmMode: Light Duty TruckFuel Type: DieselCO2 Footprint: 7.75gCO2

Example Current Distribution Channel: Salzburg to Miami

Proposed Red Bull Distribution Channel

Leg 1Distance: 927.9 KmMode: TrainFuel Type: DieselCO2 Footprint: 37gCO2Leg 1Distance: 927.9 KmMode: TrainFuel Type: DieselCO2 Footprint: 32gReduction: 11%

Leg 2Distance: 8046.7 KmMode: BargeFuel Type: Heavy OilCO2 Footprint: 250gCO2

Leg 2Distance: 8046.7 KmMode: BargeFuel Type: Wind, Heavy OilCO2 Footprint: 20gReduction: 20%

Proposed Red Bull Distribution Channel

Leg 3Distance: 383 KmMode: Heavy Duty TruckFuel Type: DieselCO2 Footprint: 40gCO2Leg 3Distance: 383 KmMode: Heavy Duty TruckFuel Type: CNGCO2 Footprint: 35gReduction: 11%

Proposed Red Bull Distribution Channel

Leg 4Distance: 106 KmMode: Light Duty TruckFuel Type: DieselCO2 Footprint: 7.75gCO2Leg 4Distance: 106 KmMode: Light Duty TruckFuel Type: CNGCO2 Footprint: 6.Reduction: 11%

Proposed Red Bull Distribution Channel

Leg 4Distance: 106 KmMode: Light Duty TruckFuel Type: Full ElectricCO2 Footprint: 3.5gReduction: 54%

GHG Comparison of Alternative Transportation Networks

75% 87

%

Outline Introductions

Company: Red Bull

Goal

The How

Reducing Shipping Weight

Regionalizing Distribution

Company Policy Entrepreneurship: Expand the market

Company Policy: Driver Training

Reduce highway speeds: 27% Efficient braking and efficient accelerating: 10%Total potential mileage improvement: From 6mpg to 10.5 mpg

Mileage Improvements due to Behavior Change

Company Policy: Alternative Fuel Promotion

Lobby federal and state governments to incentivize alternative transportation fuel use.

Convert Red Bull shipping to alternative fuels through shipper contract mandates and incentivizing capital improvements. Utilize Smith Electric Vehicle Subsidies

Outline Introductions

Company: Red Bull

Goal

The How

Reducing Shipping Weight

Regionalizing Distribution

Company Policy

Entrepreneurship: Expand the market

US EPA SmartWay

Program that helps freight shippers, carriers, and logistics companies improve fuel-efficiency and save money.

Red Bull is already a partner.

Shipping Costs by Form and Fuel

76% 83

% 96%

98%

Cost Savings by Transportation Methods & Product Form

61%

29% 30

%52%

63%

Best Case Scenario: Tablet and CNG/Electric with a 98% Reduction

LEED Retrofitting of Regional Canning Centers

Cost savings from utilizing alternative fuel and more efficient product forms will be used to retrofit canning centers over time into LEED certified buildings.

The Green Edition

New product at the forefront of Red Bull’s flight to sustainability

Naturally derived green tea flavors

The Greening Your Wings Campaign

This combination of increased sustainability and market share will be the key to Red Bull’s new Greening Your Wings Campaign.

GHG Reductions