Red Bull Greece posted a dramatic rise in 2025 after completing its shift from a marketing support unit into an independent commercial and wholesale business. Revenue climbed to €28.999 million from €9.013 million a year earlier, a 222% increase!
Instead of operating under the old cost-plus marketing structure, the company now buys products directly from Red Bull GmbH, imports them, stores them and distributes them through retail and wholesale channels in Greece.
Until November 2024, Red Bull sales and distribution in Greece were handled through Mantis Commercial, while Red Bull Greece mainly provided marketing and promotional support. That arrangement changed sharply at the end of 2024, and by 2025 the Greek unit had become a fully fledged wholesale operator.
The change explains the huge jump in scale. Comparable wholesale revenue in 2024 was only €219,950, making the current year’s numbers look even more striking. The shift also brought the subsidiary closer to direct commercial control over its own market performance.
Profitability improved too
The stronger top line came with better margins. Gross profit reached €12.73 million, equal to 44% of turnover, up from 22% in 2024. EBIT rose to €1.246 million, an increase of 103%, while net profit after tax nearly doubled to €889,000.
The growth came with a sharp rise in costs, as the company had to build out the infrastructure needed for a fully independent trading operation. Total operating expenses jumped to €28.504 million, up 239%, mainly because of the new cost of goods sold, which reached €16.236 million.
Marketing remained a priority even during the transition, with advertising and promotion costs rising to €5.392 million from €4.940 million. Personnel expenses also increased, up roughly 42% to €3.793 million, while the average workforce rose to 66 employees from 62.
