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.
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.
As of the end of 2021, Red Bull employed 13,610 people in 172 countries (end 2020: 12,618 in 171 countries).
A total of 9.804 billion cans of Red Bull were sold worldwide in 2021, representing an increase of 24.3% against an already very successful 2020. Group turnover was up 23.9% from EUR 6.307 billion to EUR 7.816 billion. In terms of sales, revenues, productivity and operating profit, the figures were up once again and represent the best in the company's history so far. The main reasons for such positive figures include outstanding sales in almost all Red Bull markets worldwide, combined with extremely efficient cost management and ongoing brand investment. In terms of further expansion, Red Bull is focusing on the core markets of Western Europe and the USA and on growth markets in developing countries, while also continuing to promote the original 250ml packaging unit and the roll-out of the ORGANICS by Red Bull Range. Our plans for growth and investment in 2022 are once again very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow.