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.
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 2022, Red Bull employed 15,779 people in 175 countries (end 2021: 13,610 in 172 countries).
A total of 11.582 billion cans of Red Bull were sold worldwide in 2022, representing an increase of 18,1% against an already very successful 2021. Group turnover was up 23,9% from EUR 7.816 billion to EUR 9.684 billion.
In terms of sales, revenues 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, combined with extremely efficient cost management and the ongoing intensification of 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 Red Bull Organics Range.
As of the end of 2022, Red Bull employed 15.779 people in 175 countries (end 2021: 13.610 in 172 countries).
Our plans for growth and investment in 2023 are once again very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow.
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