About Extreme Beverage
Extreme Beverage, which began its operations in March 2000, may seem like it was an overnight success. However, the story goes back a little further. Our growth is a result of more than just luck but rather hard work and the belief that savvy business practices combined with a great brand would equal success.
While Red Bull was already an established brand with booming trends in Europe in the late 1990's, it was virtually unknown in the US. After all, Red Bull was introduced in Europe around 1987 but it wasn't until 1997 that Red Bull North America was founded and began its Red Bull distribution on this side of the ocean.
At the same time Red Bull was opening its first US office, Todd Knipping, the founder of Extreme Beverage, was working as the president of a large beer wholesaler in the Twin Cities. Todd was intrigued by the "Red Bull phenomenon" that was taking over Europe. He hoped that the brand would eventually find the same recognition and success in America. He didn't know it would become the fastest growing trend in the US market, and in his 25+ years of beverage experience had never seen a brand quite like Red Bull.
For Extreme in the beginning, business was lean to say the least. The single product we sold, Red Bull Energy Drink, was largely unknown to Minnesotans. Thanks, however to a few sympathetic and trusting friends in the market who owned various retail outlets, we began with a total of ten accounts and gradually began to grow the business.
At the end of our first month in business our lone salesman sold 334 cases for a total of roughly $10,000 in gross sales dollars, just enough to pay the driver, to cover the rent, to buy some more Red Bull, and continue business for a second month. We fortunately grew from selling 23,290 cases in 2000 to well over 700,000 in 2011, and a projected 800,000 in 2012!
Extreme Beverage began its operations in the Twin Cities as an exclusive Red Bull distributor. Today, Extreme Beverage is run by Chris Blahna. Surrounded by an experienced and dedicated management staff, Extreme consists of over 38 employees that operate 22 sales and delivery routes. We owe a lot to the 3,500 customers we now service and the many Minnesotans who enjoy our products. We still, after 12+ years in business continue to sell and distribute the Red Bull portfolio exclusively, that is Red Bull Energy Drink and Red Bull Sugarfree.
We thank you for all of your interest, patronage and support!!
