The client that started it all: 16 years of Red Bull and Menuez
Most companies remember their first client. We still work with ours every week. The relationship started in 2010, when Red Bull asked Gijs Verbaten if he could get the brand onto every table, bar and counter in hospitality that mattered. His answer, a web-to-print tool that kept brands consistent everywhere, became the seed of everything Menuez does today. 16 years on, we’re still building on it together, from the bar to the festival field.
50 brands later
A lot has changed since then. The web-to-print tool has become a full Brand Management Platform, and more than 50 global brands now rely on us to create and distribute their marketing, digital and physical, and to keep it on-brand wherever it lands. Through all of it, Red Bull has stayed close. Most brand and agency relationships are measured in projects, not decades, and that kind of history means we know how the brand thinks, what it stands for, and how to turn that energy into something people can actually hold.
From bar tables to festival fields
The work takes almost every shape a brand can ask for. Walk into a bar in the Netherlands and there’s a fair chance you’ll find a Red Bull menu on the table, ordered through Red Bull’s own platform, with us handling the layout, the copy checks and the delivery. One turned up recently at De Volendammer in Hoorn, a harbourside bar tied to a famous old Dutch song, where the new menu puts Red Bull in front of everyone who sits down.
Right now it’s festival season, and that’s where the energy is. All summer long Red Bull needs to be everywhere at once, and the point-of-sale has to land on time and in the right place, looking exactly right, however many sites are live on the same weekend. Then there are the one-offs, like the pair of limited-edition promo boxes we built with Vermaat: one to beat the office afternoon slump, one to power students through their deadlines, a hundred of each and not one more.
Why it lasts
Whether it’s a hundred boxes, a single bar’s menu or point-of-sale across a summer of festivals, the job is the same. We handle everything that sits between a good idea and a finished product in someone’s hands, so the brand stays visible at the right moment, in the right place.
That reliability is what 16 years are built on. An idea Red Bull brings to us arrives exactly the way they pictured it, in the right place, on time, done right. Trust like that isn’t given on day one. It’s earned campaign after campaign, and then it compounds.
It feels right that the company born from a Red Bull challenge is still taking on new ones with them today. “Red Bull believed in the idea before there was anything to show for it,” says Gijs Verbaten. “16 years on, they’re still the partner who pushes us to think bigger. We’re grateful for that, and we’re nowhere near done.”