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Red Bull is an energy drink created by Austrian company Red Bull GmbH and was first launched in Austria on 1 April 1987. The company was founded in 1984 by Austrian entrepreneur Dietrich Mateschitz, who was inspired by a similar drink called Krating Daeng that he discovered while doing business in Thailand. Mateschitz partnered with Krating Daeng creator Chaleo Yoovidhya to develop a product that would appeal to Western tastes, and the two co-founded Red Bull GmbH in Fuschl am See, Salzburg, Austria. While Red Bull was initially only produced and sold in Austria, it has since expanded its production to other countries, including Switzerland and the United States.
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What You'll Learn
Red Bull was inspired by a Thai drink
Red Bull is a brand of energy drink created and owned by the Austrian company Red Bull GmbH. It is the most popular energy drink brand as of 2020, with a market share of 43%. The drink was launched in 1987 and since then, more than 100 billion cans of Red Bull have been sold worldwide.
The branding of the new product referenced Krating Daeng's name: in Thai, "daeng" means red, and "krating" is a large species of wild bovine native to the Indian subcontinent. Both Red Bull and Krating Daeng use the same logo of a red bull on a yellow sun, while continuing to market their drinks separately in their respective markets. The flavouring used for Red Bull is still produced in Bangkok and exported worldwide.
Today, Red Bull GmbH is 51% controlled by the Yoovidhya family, who own the trademark for the drink in Europe and the United States. Krating Daeng contains 33% less caffeine than Red Bull sold in the US, with 32 mg of caffeine per 150 ml can compared to 80 mg in a 250 ml can of Red Bull. The original Thailand Red Bull is still available in Thailand and is known for its potent effects, with some early customers believing it contained natural aphrodisiacs from bull testicles!
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The Austrian founder created a unique marketing strategy
The Austrian founder, Dietrich Mateschitz, created a unique marketing strategy for Red Bull. Mateschitz was inspired by functional drinks from East Asia and set out to develop a new product and marketing concept. For three years, from 1984 to its launch in 1987, Mateschitz worked on the formula, positioning, packaging, and marketing concept of Red Bull.
The marketing strategy for Red Bull targets young students and urban professionals. The brand is made to associate with a "cool" public image, and the slogan "Red Bull Gives You Wings" is considered one of the most memorable advertising slogans globally. The brand is also associated with extreme sports and music events, creating a "brand myth" through proprietary events such as the Red Bull Cliff Diving World Series, Red Bull Air Race, and standout stunts like the Stratos space diving project.
Red Bull also believes in owning teams and events rather than being a sponsor. They own several sports teams, including the New York Red Bulls, Team Red Bull (NASCAR), EC Red Bull Salzburg, and Red Bull Ghana. The Red Bull Media House, launched in 2007, creates and markets content through various media platforms, ensuring a constant stream of fresh content.
Red Bull has also expanded its product line over the years, offering variations based on the same formula but with different tastes and colours. In 2003, they introduced a sugar-free version, and the company continues to innovate and adapt to market demands.
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Red Bull is headquartered in a small Austrian village
Red Bull is headquartered in the small Austrian village of Fuschl am See, near Salzburg. The company, Red Bull GmbH, was founded in 1984 by Austrian entrepreneur Dietrich Mateschitz and Thai pharmacist Chaleo Yoovidhya. The pair first met in Thailand in 1982 when Mateschitz, while working for German manufacturer Blendax, discovered Yoovidhya's drink Krating Daeng, which is popular among blue-collar workers in Thailand. Mateschitz claimed the drink cured his jet lag, and the two partnered to develop a product that would appeal to Western tastes, such as by carbonating the drink.
Red Bull was first launched in Austria on 1 April 1987, marking the birth of a new product category: energy drinks. The drink was initially sold in a tall and slim silver and blue can, with the same red bull on a yellow sun logo as Krating Daeng. However, Red Bull was repositioned as a trendy and upscale drink, first introduced at Austrian ski resorts at a premium price point compared to Krating Daeng.
Red Bull's unique marketing strategy included extreme sports event series and standout stunts, such as the Stratos space diving project, which helped create a "brand myth". The company also owns sports teams and events, including football teams in Austria, Germany, the United States, and Brazil, and a U.S. Major League Soccer team in New York. This strategy promotes a "cool" public image and expands the brand's video content library.
While Red Bull was exclusively produced and distributed from Austria, the company has expanded its manufacturing to other countries, including Switzerland and the United States. As of 2024, Red Bull is sold in 178 countries and has sold more than 100 billion cans worldwide. The company's current objectives include maintaining its leadership position, enhancing its brand icon status in extreme sports, and further expanding its existing markets.
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It was first launched in Austria in 1987
Red Bull was first launched in its home market of Austria on 1 April 1987. The product of Austrian entrepreneur Dietrich Mateschitz, Red Bull was inspired by a similar drink called Krating Daeng, which Mateschitz encountered while doing business in Thailand. Krating Daeng, which means "red gaur" in English, was a popular energy drink among Thai labourers and truck drivers. Mateschitz claimed that the drink cured his jet lag, and so he sought to create a partnership with Krating Daeng's owner, Chaleo Yoovidhya, to formulate a product that would appeal to Western tastes.
In 1984, Mateschitz and Yoovidhya co-founded Red Bull GmbH in Fuschl am See, Salzburg, Austria, investing $500,000 each in savings to fund the company. Mateschitz held a 49% share of the company, with Yoovidhya holding the same amount, and the remaining 2% going to Yoovidhya's son, Chalerm. It was agreed that Mateschitz would run the company. For the next three years, Mateschitz worked on the formula, positioning, packaging, and marketing of the drink.
When Red Bull was launched in Austria in 1987, it was initially sold in a tall and slim silver and blue can. The drink was targeted at young students and urban professionals, and was priced as a premium item. Red Bull was introduced at Austrian ski resorts, where its trendy image was cultivated. The drink was an immediate success, and by the end of 2024, more than 100 billion cans of Red Bull had been sold worldwide.
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Red Bull is now also made in Switzerland and the USA
Red Bull is an energy drink brand created and owned by the Austrian company Red Bull GmbH. It was first launched in Austria in 1987 and has since become the most popular energy drink brand, with a market share of 43% as of 2020.
Red Bull was derived from a similar drink called Krating Daeng, which originated in Thailand and was introduced by pharmacist Chaleo Yoovidhya. Austrian entrepreneur Dietrich Mateschitz discovered Krating Daeng during a business trip to Thailand and found that it helped cure his jet lag. Mateschitz then partnered with Yoovidhya to formulate a product that would appeal to Western tastes, including carbonating the drink.
In 1984, Mateschitz and Yoovidhya co-founded Red Bull GmbH in Fuschl am See, Salzburg, Austria, and introduced their adapted energy drink in Austria in 1987. The brand expanded throughout Europe in the early 1990s and entered the United States market in 1996.
Today, Red Bull is not only made in Austria but also in Switzerland and the USA. While the original "Made in Austria" cans can still be found, they are becoming more rare, and consumers have noticed that the taste of Red Bull produced in Switzerland is slightly different, with a less potent tart taste. The factories in Switzerland are located in Widnau and are operated by RAUCH and Rexam, with the latter being the manufacturer of the cans.
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Frequently asked questions
Red Bull was founded in Austria by Dietrich Mateschitz in 1984 and was first launched in the country in 1987. The company, Red Bull GmbH, is headquartered in Fuschl am See, a village near Salzburg, Austria.
Dietrich Mateschitz was inspired by "tonic drinks" or "functional drinks" from East Asia. He first encountered these drinks while doing business in Thailand and sought to create a similar product that would suit the tastes of Westerners.
Red Bull was initially introduced at Austrian ski resorts as a trendy and upscale drink. Its unique marketing strategy and sponsorship of extreme sports events have also contributed to its popularity.
Red Bull began its international expansion in the 1990s, entering markets such as Hungary, Slovenia, Germany, the Czech Republic, Croatia, the United Kingdom, Australia, and the United States.
While Red Bull was initially exclusively produced in Austria, some consumers have noticed that certain cans now say "Made in Switzerland" or do not specify a country of origin.
