Purple Bull’s Max Verstappen celebrates after successful the Brazilian Grand Prix on Nov. 5, 2023.
Amanda Perobelli | Reuters
Purple Bull Racing’s dominance in Method 1 this 12 months is translating on to increased gross sales of its namesake vitality drink, the workforce’s principal and CEO, Christian Horner, advised CNBC.
“There’s an previous adage of, ‘Win on Sunday and promote on Monday.’ Effectively, what we do for the Purple Bull model, for the vitality drink in promoting the product globally for 23 race weekends a 12 months, we are the largest advertising influence that the beverage firm has,” Horner advised CNBC’s Sara Eisen within the documentary “The Inside Monitor: The Enterprise of Method 1,” debuting Thursday at 8 p.m. ET.
The Purple Bull workforce, which additionally counts tech large Oracle as a title sponsor, has trounced the grid this season, successful 19 of the 20 Grand Prix weekends to date. Its world champion driver, Max Verstappen, has taken the checkered flag on 17 of these wins, along with his teammate Sergio Perez amassing wins in Saudi Arabia and Azerbaijan.
Verstappen already clinched the 2023 drivers title — his third world championship — in early October through the seventeenth Grand Prix weekend of the season, in Qatar. The Purple Bull workforce secured the constructors championship the weekend prior, in Japan.
The drivers will take to the observe once more on Sunday in Las Vegas earlier than the season wraps on the finish of this month in Abu Dhabi.
Purple Bull declined to share particular gross sales metrics, however an organization spokesperson reiterated the F1 “uplift” and stated it is significantly noticeable in corresponding race markets.
“They see it, they will measure it. It is unbelievable the quantity of consumption of Purple Bull that’s occurring,” Horner advised CNBC.
Purple Bull is the second-most standard vitality drink model on the earth, with 13% market share, based on Euromonitor Worldwide knowledge. It trails solely Monster Beverage‘s namesake model, which holds 16.4% of the worldwide market share.
However the marketplace for vitality drinks has grown extra crowded, placing stress on Purple Bull. The corporate’s market share has slipped from 13.5% in 2021 to 13% this 12 months as newer gamers, comparable to PepsiCo, enter the class.
Lately, beverage giants Coca-Cola and Pepsi have each set their sights on the fast-growing vitality drink class — with various levels of success. Soda consumption has decreased over the past 20 years, however sugary vitality drinks have bucked the development due to their caffeine content material and associated results.
Coke launched its personal vitality drink in the UK in 2019. However Coke Vitality failed to achieve a foothold with U.S. shoppers; the corporate discontinued the drink in North America in 2021, roughly a 12 months after it launched.
Coke rival Pepsi has discovered extra success via deal-making. It purchased Rockstar Vitality for $3.85 billion in 2020, gaining possession of each the corporate’s namesake vitality drink and fast-growing Sting Vitality.
Final 12 months, Pepsi took a $550 million stake in Celsius, which markets itself as a more healthy vitality drink that enhances exercises. These offers are on high of efforts comparable to shifting Mountain Dew into the vitality drink class and including caffeine to Gatorade.
Tune in to CNBC on Nov. 16 at 8 p.m. ET for the premiere of “The Inside Monitor: The Enterprise of Method 1.”