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.

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: 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.