Red Bull Company
Giving Wiiings to People and Ideas.
This drives us. Since 1987.
Inspired by functional drinks from East Asia, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed not only a new product but also a unique marketing concept and launched Red Bull Energy Drink in Austria on April 1, 1987. A completely new product category was born – caffeinated energy drinks.
Company Facts
1984
For nearly three years, from 1984 to 1987, Dietrich Mateschitz worked on the formula for Red Bull, the positioning of the brand, the packaging and the marketing concept.
April 1, 1987
On April 1, 1987, Red Bull Energy Drink was launched in Austria. A new product category was born: caffeinated energy drinks.
19,973
As of the end of 2024, Red Bull employed 19,973 people (2023: 17,848) and was sold in 178 countries (end 2023: 177).
12.670 billion
A total of 12.670 billion cans of Red Bull were sold worldwide in 2024, representing an increase of 4.4% against a very successful 2023. Group turnover was up 6.4% from EUR 10.554 billion to EUR 11.227 billion.
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