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Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand, behind Coca-Cola and Pepsi.
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
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 2023, Red Bull employed 17,848 people in 177 countries (end 2022: 15,779 in 175 countries). 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.

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Wayne Knox

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