Red Bull brand energy drinks in a supermarket in Valence, France, on September 7, 2025 (Getty Images)

TAURINE DE FORCE

Energy drink sales are soaring — but Red Bull’s still fly the highest

The Wiiings seller’s rivals reported record sales this week, but none come close to the biggest name in the game.

2/27/26 9:34AM

As the cost of America’s go-to caffeine fix surges to new highs, consumers appear to be replacing their long-brewed coffee breaks with the instant boost of a fizzy, canned alternative.

On Thursday evening, energy drink giant Monster Beverage released its fourth-quarter and full-year results, and reported net sales of $8.3 billion for 2025 — an all-time high, up ~11% from the year before. Monster’s gross margin also edged up as price changes and supply chain efficiencies offset rising aluminum costs, per Reuters.

Earlier that day, fast-growing energy drink brand Celsius also reported some boosted figures, with sales rocketing 86% to $2.5 billion in FY2025. Still, even as rivals shift cans at record rates, these numbers pale in comparison to the astronomical revenues posted by global market leader Red Bull.

Energy drink sales 2025 chart — Sherwood News

Back in January, the Austrian beverage giant reported that net sales grew 8.6% to a record €12.2 billion (~$14.3 billion) in 2025 — nearly double the revenues that Monster, the next biggest energy drink brand, posted.

Bull, meet horns

While Red Bull’s primary growth driver remains the beverage segment, having sold almost 14 billion cans of its core product last year, the company is looking to keep expanding its portfolio of sports sponsorships, with its logo already stamped across sports teams from ice hockey and soccer to Formula 1.

However, recognizable branding in spectator-dense spaces may not stop health-conscious consumers from switching to sugar-free, lower-calorie options like Celsius. According to data cited by Bloomberg, the buzziest energy drink on the block took market share from both Monster and Red Bull last year as it won over some untapped demographics.

Max Knoblauch22h

The Trump administration is reportedly planning a 50% made-in-America requirement for USMCA tariff relief

Qualifying for USMCA-related lower tariffs may soon require more US-made vehicle components, according to reporting by The Wall Street Journal.

The Trump administration is reportedly planning to introduce a 50% US content requirement for vehicles covered by the trade pact to receive lower tariffs. The content would be measured by cost, according to the WSJ.

There currently isn’t any US-specific requirement for those lower tariff rates, but in order to receive preferential tariffs, vehicles are must contain at least 75% regional content (components made in North America). Per Reuters reporting, the Trump admin is seeking to raise the regional requirement to 82%.

These reported plans are subject to change as the US negotiates USMCA terms with Mexico over the next few months.

Overall, Tesla will likely have the easiest time qualifying for any stricter requirements. The automaker’s vehicles contained the highest amount of US/Canadian content in 2025, according to American University research. Ford, GM, and Stellantis all scored lower.

Notably: the underlying government data that many domestic content measurements rely on intentionally combines US and Canadian components, so it’s difficult to know exactly how much of any given vehicle is specifically US-made.

Exclusive | Trump Administration Wants Autos Under USMCA to Be at Least 50% Made in America

These reported plans are subject to change as the US negotiates USMCA terms with Mexico over the next few months.

Tom Jones5/29/26

The $640,000 Luce makes the average Ferrari look like a bargain

Put aside the shape; put aside the smoothing out of Ferrari’s iconic sharp edges; put aside, even, the calls from former Chairman and President Luca Cordero di Montezemolo to “take the Prancing Horse off.” On the grounds of price alone, Luce detractors might have a point.

By now, many of us will have read the criticisms of Ferrari’s first fully electric vehicle, as the Luce — which was unveiled to the world earlier this week and promptly saw the company’s shares crash out in New York and Milan — gets subtly shaded by competitors online and not-so-subtly shaded by basically everyone else.

What makes all of this worse for Ferrari is that, even by the luxury car maker’s notoriously high standards, they’ve slapped a pretty hefty price tag on the Luce, and the company’s CEO, Benedetto Vigna, has already been forced to defend the €550,000 ($640,000) price point, saying yesterday that it’s “fair to pay for innovation,” per Reuters.

While Ferrari’s cars have been getting more expensive of late, as recently as 2022, Ferrari’s average revenue per car sold was around $340,000. At nearly twice that price, this new electric model is obviously proving a little much (visually, conceptually, and financially) for many loyal and long-standing fans of the Prancing Horse to stomach.