Giving Wings to People and Ideas.
This drives us. Since 1987.
Inspired by functional drinks from the Far East, 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.
For nearly 3 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.
April 1, 1987
On April 1, 1987, Red?Bull Energy Drink was launched in Austria. A new product category was born: energy drinks.
By the end of 2020, Red?Bull employed 12,618 people in 171 countries.
In 2020, 7.9 billion cans of Red?Bull were sold worldwide. This represents an increase of 5.2% compared to the already successful year 2019. Group sales grew by 4.0% from 6.067 billion euros to 6.307 billion euros. Sales quantity, turnover, productivity and operating profit were further increased and represent record figures in the history of the company.
The main reasons for these positive figures are the exceptional sales development in the Red?Bull markets in Turkey (+23%), Germany (+19%), Russia (+16%), Canada (+14%), Scandinavia (+11%), Switzerland (+11%), and the USA (+10%), as well as consistent cost management and the continuation of corresponding brand investments.
Our growth and investment plans for the 2020 financial year are also very ambitious, providing for a continuation of the positive development to date and – as it is customary at Red?Bull – being financed from operating cash flow. Our growth and investment plans for the 2021 financial year are also very ambitious, providing for a continuation of the positive development to date and – as it is customary at Red?Bull – being financed from operating cash flow.