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

FOUNDATION

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.

FIRST LAUNCH

April 1, 1987

On April 1, 1987, Red Bull Energy Drink was launched in Austria. A new product category was born: caffeinated energy drinks.

EMPLOYEES

17,848

As of the end of 2023, Red Bull employed 17,848 people in 177 countries (end 2022: 15,779 in 175 countries).

CANS SOLD IN 2023

12.138 billion

A total of 12.138 billion cans of Red Bull were sold worldwide in 2023, representing an increase of 4.8% against a very successful 2022. Group turnover was up 9% from EUR 9.684 billion to EUR 10.554 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 worldwide, combined with extremely efficient cost management and the strengthening 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.

Our plans for growth and investment in 2024 are once again very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow.

Red Bull GIVES YOU WIIINGS