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