Red Bull UK was ready to move on to the next level, claimed MD Harry Drnec as he announced he was stepping down to spend more time with his family.

When Drnec joined the company in 1995, Red Bull UK was losing money. Twelve years later it is the second largest Red Bull market worldwide - 288 million cans were sold in 2006.

During his tenure, Drnec has made £450m profit for Red Bull, which is now the UK's fourth biggest-selling carbonated soft drink. Sales were up 12% year-on-year to £135m [Nielsen, 52 w/e 7 October 2006].

Part of Drnec's masterplan was to market Red Bull in the UK as a drink that provides stimulation for body and mind, as opposed to an energy drink. He wanted to create clear space between Red Bull and the competition, which was the first step in turning the fortunes of the business around.

His second major achievement was to launch the student brand managers' programme, picking people on university campuses to champion the drink among their peers. Red Bull is now using the tactic worldwide.

Nigel Trood, currently director of off-trade sales for Red Bull UK, is to become the new MD. He started his career at Sainsbury's, where he spent 12 years working in a variety of purchasing and commercial roles. At Red Bull he took up the role of take-home director and within six months was given the added responsibility of overseeing the total off-trade sector.

"There have been many personal highlights for me over the years, but I know now that it's time for me to hand over to Nigel to take this business onto the next level," said Drnec.

"I couldn't be happier to see Nigel fulfil his potential and move into the role of MD. He will bring renewed energy, passion and commitment to help steer the strongest team I've ever worked with."

Topics