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With a market share of 43%, Red Bull is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand, behind Coca-Cola and Pepsi. Red Bull’s history began with its launch in 1987. Since then, it has sold over 100 billion cans worldwide, including more than 12.6 billion in 2024 alone.
KRATING DAENG
1976
Chaleo Yoovidhya introduces an energy drink called Krating Daeng in Thailand, which means “red gaur” in English. It is popular among Thai truck drivers and labourers.
1982
While working for German manufacturer Blendax in 1982, Dietrich Mateschitz travels to Thailand and meets Chaleo. During his visit, Mateschitz discovers that Krating Daeng helps cure his jet lag.
ORIGINS OF RED BULL
1984
In 1984, Mateschitz co-founds Red Bull GmbH with Yoovidhya and turns it into an international brand. Each partner invests $500,000 of their savings to fund the company. Yoovidhya and Mateschitz each hold a 49 percent share of the new company. They give the remaining two percent to Yoovidhya’s son, Chalerm.
It is agreed that Mateschitz will run the company.
Between 1984 and 1987, Red Bull GmbH modifies the formula for Krating Daeng to better match European tastes by carbonating the beverage and making it less sweet.
THE LAUNCH
1987
Red Bull is official launched in Austria on 1 April 1987. It’s the birth of a new product category, energy drinks.
The new “energy drink” category avoids direct competition with established soft drink brands.
With its launch, Red Bull introduces its iconic slogan “Red Bull Gives You Wings,” which becomes one of the most popular and memorable advertising slogans in the world.
RED BULL FLUGTAG
1992
Red Bull Flugtag (“Flying Day” in German) invites everyday people to build and pilot human-powered flying machines off a pier and into the water—usually with hilarious results. In 1992, the first Flugtag event is held in Vienna. Regular people are invited and challenged to come up with ideas of homemade flying machines. The machines are powered by humans and are used to jump off a high platform, “flying” into a body of water.
The Flugtag expands to the US in 2002.
INTERNATIONAL ATHLETE SPONSORSHIPS
1994
Red Bull signs its first two international athletes.
US MARKET ENTRY
1997
Red Bull expands throughout Europe during the early 1990s. It enters the United States market in 1997, grabbing 75% of the market within a year.
RED BULL MUSIC ACADEMY
1998
Red Bull Music Academy is launched in 1998. The academy organizes global music festivals that allow young artists to express themselves and show their work.
FORMULA 1
2005
Red Bull Racing is a Formula One racing team that competes under an Austrian racing license and is based in the United Kingdom. Christian Horner manages the Red Bull Racing team since its formation in 2005.
Dietrich Mateschitz saw extreme sports and event promotion as key to marketing his new energy drink. As a previous Formula 1 sponsor with Arrows and Sauber, Mateschitz acquires the under-performing Jaguar Racing team in 2005 and installs a new team.
2006
David Coulthard finishes third in the 2006 Monaco Grand Prix.
RED BULL RECORDS
2007
In 2007, Red Bull launches its record label Red Bull Records.
SIMPLY COLA
2008
Red Bull released a cola drink, called Simply Cola, in 2008 to compete against Pepsi and Coca-Cola.
ENERGY SHOT
2009
In 2009, Red Bull unveils a highly concentrated variant of its drink called Red Bull Energy Shot, supplied in 2 oz (60 ml) cans.
RED BULL STRATOS
2012
In October 2012, Red Bull starts an extraordinary venture that will go on to redefine the boundaries of marketing and human achievement. The “Stratos” campaign, which involves a record-breaking space dive by Felix Baumgartner, captures the world’s attention.
At an altitude of 39 kilometers, Baumgartner steps out of the capsule. He free-falls for 4 minutes and 19 seconds, reaching a top speed of 1,357.64 km/h (843.6 mph) and becomes the first human to break the sound barrier without a vehicle.
Over 8 million viewers watch the event live on YouTube.
Afterwards, Red Bull sees a 7% sales increase in the first 6 months following the jump.
TOTAL ZERO LAUNCH
2012
In 2012, Red Bull releases Red Bull Total Zero, an energy drink with zero calories.
RED BULL EDITIONS BEGIN
2013
Red Bull begins expanding its flavor offerings in 2013 with the launch of Red Bull Editions. Initially available in cranberry, lime, and blueberry, the Editions line expands into new flavors every year.
ORGANICS LINE
2018
In 2018, Red Bull launches Organics by Red Bull, a line of organic sodas with four flavours: bitter lemon, ginger ale, tonic water, and a new version of Red Bull Simply Cola.
That same year, the company releases a new Red Bull Zero with a different sugar-free formulation designed to taste more like the original flavor.
CURRENT MARKET POSITION
As of the end of 2024, Red Bull employs 19,973 people and is sold in 178 countries. A total of 12.670 billion cans of Red Bull are sold worldwide in 2024.
