Red Bull was born from the idea of ​​the Austrian entrepreneur Dietrich Mateschitz, at the time Manager of the company Blendax, to export to Europe the concept of "tonic drinks" present in the Far East - of which he had had direct experience during his business trips.
The company, officially founded in 1984, launched its first product on April 1, 1987 in Austria, following three years of careful studies on the correct formulation of the drink, the visual identity and the positioning of the brand. The brand spread throughout Europe during the early 90s and debuted in the United States in 1997.
Among the values ​​underlying the company's development path, a strong focus on the well-being of the consumer stands out, considered in the multiplicity of their interests and consumption habits.
Today, Red Bull is configured as the energy drink par excellence in terms of volume and market value. At the end of 2023, Red Bull has a total of over 12.1 billion cans sold worldwide.
Red Bull’s business model is rooted in the founding promise of “giving wings to ideas and people”. The focus on the functionality of the product and its ability to stimulate the body and mind has made Red Bull Energy Drink a reference drink for athletes, students, sportspeople and workers around the world.
Red Bull’s ambition is to strengthen its position in the core markets of Europe and the United States, while consolidating its expansion into growth markets in developing countries.” From 1 June 2024, Red Bull joins the MADE4DIY association with the aim of expanding distribution to the DIY channel and being the reference functional drink for every consumption occasion.