{"id":61217,"date":"2026-10-29T10:23:05","date_gmt":"2026-10-29T07:23:05","guid":{"rendered":"https:\/\/thesauditimes.net\/en\/?p=61217"},"modified":"2026-10-29T10:23:05","modified_gmt":"2026-10-29T07:23:05","slug":"red-bull","status":"publish","type":"post","link":"https:\/\/thesauditimes.net\/en\/red-bull\/","title":{"rendered":"Red Bull: the Austrian energy drink company and what it does"},"content":{"rendered":"

Red Bull GmbH is the Austrian company behind Red Bull Energy Drink, a product it says created the energy drink category when it went on sale in Austria in 1987. The company also owns sports teams, events and media outlets that it uses to market the drink.<\/p>\n

The business matters because of its scale and its growth. In 2025 Red Bull sold 13.969 billion cans in 178 countries, up 10.2 percent on the year before, and group turnover passed 12 billion euros for the first time.<\/p>\n

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Aerial view of the Red Bull Ring circuit in Austria, 2022. Photo: Vanessa Machelett, CC BY-SA 4.0, via Wikimedia Commons<\/figcaption><\/figure>\n

Overview and Founding<\/h3>\n

Red Bull was founded in 1984 by the Austrian marketing executive Dietrich Mateschitz<\/a> and the Thai businessman Chaleo Yoovidhya. Mateschitz, then working for the toothpaste maker Blendax, had come across Krating Daeng, a Thai energy tonic, on a trip to Asia in 1982.<\/p>\n

The two partners each invested 500,000 dollars, according to Formula1.com and Autosport. Mateschitz then spent close to three years, from 1984 to 1987, adapting the formula and building the brand positioning, the can design and the marketing concept, the company says.<\/p>\n

The drink was launched in Austria on 1 April 1987. From there it spread country by country, and the brand was promoted largely through sport, events and athletes rather than through classic advertising alone. The Irish Times reports that the company was said to spend as much as 30 percent of its profits on publicity and marketing.<\/p>\n

Key Milestones<\/h3>\n