As the world’s bestselling energy drink and one of the most recognisable brands around, Red Bull is globally renowned for being an unbeatable retail powerhouse.

From its iconic presence on-shelf, to its influencer partnerships, live events and more…Red Bull is constantly striving to push the boundaries and cut through the noise, and no less so when it comes to its trade marketing efforts...

As true digital trailblazers, it was identified that Red Bull could support its wholesaler partners still further by creating a means to share best practice in improving its e-commerce offering to retailers.

The Hub was required to support an exclusive Red Bull initiative to enable an opportunity to bring the market together to do just that.

Working in collaboration with illustrious category leading brands including Diageo, PepsiCo and Mars Wrigley, Red Bull hosted a Hackathon at its London HQ, inviting wholesalers including Bidfood, HT Drinks, and JW Filshill to join them to ideate the future of e-commerce within the sector.

Possessing an in-depth understanding of the route-to-market dynamics of the retail sector, The Hub co-managed the full-day workshop which included insight delivered from the FWD, best-in-class case studies and success stories, and Hackathon session during which teams provided predictions on the future of e-commerce.