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Wetherspoons slams Red Bull's use of 'wide-boy' tactics
30 October, 2009
Energy drink embarked on clandestine campaign after losing account to rival
Red Bull has been accused of using “wide-boy” tactics in a bid to discredit a rival brand after it secured a listing with Wetherspoons.
Last month the managed pub giant replaced Red Bull with Monster Energy in all of its 783 pubs.
And evidence suggests Red Bull embarked on a clandestine campaign in a bid get the drink back in the pubs.
An email briefing leaked to The Publican shows that students employed by Red Bull were instructed to ‘smuggle’ Red Bull into JD Wetherspoons outlets.
They were then asked to take photographs featuring Red Bull cans and tell customers and staff that they have brought it in because they do not like the taste of Monster Energy.
The briefing goes on to instruct the students to deny they work for Red Bull.
Monster’s European on premise director Alan Clark hit out at Red Bull’s tactics.
He said: “We are extremely disappointed Red Bull has stooped to such desperate tactics in order to try and win back a lost account.
“The reality is that Monster Energy has already achieved a faster rate of sale than Red Bull had previously in JD Wetherspoon so it appears the Monster brand has been very well received by JDWetherspoon customers and the switch has been a great success.”
And a spokesman for Wetherspoons added: "Wetherspoon is surprised that a big company like Red Bull would stoop to wide-boy tactics. It confirms what we thought. Monster is the better product.
"That is why we switched. Since introducing Monster, sales (of Monster) have outstripped Red Bull significantly."
It is understood that Red Bull has since stopped the activity. The Publican has contacted Red Bull but the company has yet to provide a comment.
Readers' comments
That Is Unfortunate... Monster Never Really Does Anything For Me... I Live For That Electric, Energetic, Happy Feeling Red Bull Gives Me. I Also Prefer Red Bull As A Mixer... Personal Opinion.
I HATE drinking Monster... but of course it will have 'been recieved well'' because there is no alternative to monster if you want to drink 'red bull' I avoid wetherspoons if im in a red bull drinking mood!
hold on, are you a student?? ha ha
Although, Monster themselves have been accused of pretty dodgy dealings in recent weeks - Google for "Vermonster monster " or see here - http://www.msnbc.msn.com/id/33282954/ns/business-small_business/
It's hard enough stopping punters from smuggling drinks in. Surely we dont now have to keep an eye on the reps too!!