The topic of this final paper is the application of the concept of business ethics on the example of Red Bull. Through the analysis of the energy drink industry in which Red Bull operates, the paper will present some of the market strategies that the company uses in its business. Through positive and negative examples of business practice, the role of business ethics as one of the elements of Red Bull's business strategy will be presented. The development of the concept of business ethics has been going on since 1960, to gain more and more importance in recent times, due to increased market demands, where consumers are becoming more informed and aware of the business activities of companies whose users are products. Ethical and responsible business is now imposed as a form of company strategy. Likewise, today we can witness the growing role of the state in regulating and protecting the market from unfair competition. Precisely because of the above, Red Bull is a company that seeks to implement business ethics in its business, in order to further strengthen its position in the market.