Red Bull North America, Inc.
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 – energy drinks.
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: energy drinks.
15,779
As of the end of 2022, Red Bull employed 15,779 people in 175 countries
1.582 billion
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. This makes Red Bull market leader in teh category and the worlds 3rd largest beverage company.
Brands: Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Yellow Edition & Red Bull Red Edition