Red Bull Company

Giving Wings 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.

April 1, 1987

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).

12,138 billion

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. Group turnover was up 9% from EUR 9,684 billion to EUR 10,554 billion.

In terms of sales, revenues and operating profit, the figures were up once again and represent the best in the company's history so far.

The main reasons for such positive figures include outstanding sales in almost all Red Bull markets worldwide, combined with extremely efficient cost management and the strengthening of brand investment.

In terms of further expansion, Red Bull is focusing on the core markets of Western Europe and the USA and on growth markets in developing countries, while also continuing to promote the original 250ml packaging unit.

Our plans for growth and investment in 2024 are once again very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow.

Dive into the World of Red Bull

Red bull gives you wiiings since 1987.

Fancy a quick journey through more than three decades?

A can has more than one life.

At Red Bull, we recognise that we have a responsibility to the natural environment. You can read more about our sustainable approach here:

More from the World of Red Bull

Latest news on Red Bull

Red bull racing boss christian horner facing probe over alleged ‘inappropriate behavior’, europe’s richest millennial is $615m richer after first payout from his family’s red bull fortune, red bull needs to watch its back, according to analysts—it’s got an energy drink competitor from the u.s. which may steal its $70 billion-industry throne, red bull’s dietrich mateschitz, the austrian billionaire who transformed f1, soccer, and energy drinks, dies at 78, how data helped keep red bull’s f1 team on track during the pandemic, most popular news on red bull, how red bull is investing in esports athletes.

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  • ... Brand Profiles
  • › Energy drinks
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Red Bull brand profile in the U.S.

Red Bull reaches an outstanding brand awareness of 91 percent among U.S. energy drink consumers and is popular with 43 percent of them. An equally high consumption share and a media buzz of 43 percent makes for an undisputed energy drink brand KPI champion in the U.S. Claiming to give you wings, the Austria-based brand sold over 100 billion cans since its launch in 1987. Fittingly, success is also one of the most important things for the brand's customers. In case you came looking for information about the company instead of the brand, we recommend you check out the Red Bull GmbH company profile at Statista Company Insights.

Red Bull brand KPIs have wings

Among the U.S. energy drinks audience, Red Bull sets the standard concerning our brand KPIs. With 43 percent liking the brand, and almost the same share drinking Red Bull, the brand’s media buzz is as impressive. 43 percent of energy drinks consumers in the United States had noticed Red Bull on social media, in the media or in advertising in the past 3 months before our representative survey.

All-gen Red Bull

Red Bull reaches its audience in all generations. While the brand scores “lowest” with Millennials in brand awareness, being recognized by 89 percent among the energy drinks audience in that generation is a KPI score other brands wouldn’t even dare dream of. Among the Generation X energy drink consumers in our representative survey, Red Bull even reaches a brand recognition of 96 percent. Full stop.

Success gives you wings

Looking at the most important aspects in life of Red Bull consumers compared to non-drinkers of the Austrian energy drink shows a pretty balanced picture with more in common than setting apart. One aspect standing out a bit is success. Bein successful is significantly more important to Red Bull costumers than to non-customers of the Austria based brand. Published August 4, 2023

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Red Bull GmbH - Company Profile, Information, Business Description, History, Background Information on Red Bull GmbH

Brunn 115 A-5330 Fuschl am See Austria

Company Perspectives:

Red Bull is much more than a soft drink--it is an energy drink. It was made for moments of increased physical and mental stress and improves endurance, alertness, concentration, and reaction speed. In short: it vitalizes body and mind. The effectiveness of Red Bull Energy Drink has been proven by a large number of scientific studies and is appreciated by many of the world's top athletes and drivers, opinion-leaders and hard-working people with active lifestyles.

History of Red Bull GmbH

Red Bull GmbH produces the world's leading energy drink. More than a billion cans a year are sold in nearly 100 countries. Red Bull holds a 70 percent share of the world market for energy drinks, or functional beverages, a category it was largely responsible for building. Its dominant position in the fastest-growing segment of the soft drink market in a number of countries has drawn a number of imitators. Red Bull has become a case study in successful guerilla marketing in the United States and United Kingdom. Marketing is aimed at hip young people with active lifestyles, though the formula began as a popular tonic for blue collar workers in Thailand.

Globetrotting Origins

Dietrich Mateschitz was born in 1946, a native of the Styria (Steiermark) region of Austria. As a student in Vienna, he studied world trade and commerce. After graduating, he worked for Unilever, then Blendax, a German manufacturer of toothpaste. This position involved much global travel.

In 1982, Mateschitz visited Thailand and brought home with him a number of energy drinks he sampled there. According to The Economist, Mateschitz was sold on a product called Krating Daeng after it took away his jet lag. He later claimed to consume up to eight of the drinks a day.

Krating Daeng, which is Thai for "Red Bull," was a drink popular among cab drivers and other blue collar workers. It had been produced since the early 1970s by the T.C. Pharmaceutical Co., founded in Thailand in 1962 by Chaleo Yoovidhya, a Blendax licensee. (T.C. Pharmaceutical eventually formed the subsidiary Red Bull Beverage Co. Ltd.)

Mateschitz founded Red Bull GmbH in Austria in 1984 as a 49 percent partner with Chaleo Yoovidhya and his son. The company began marketing its namesake drink in Austria in 1987; a million cans were sold in the year.

The original formula was altered for Western palates. Some ingredients were dropped and carbonation was added. Components of the legendary elixir included B vitamins, glucuronolactone, sodium, and caffeine. One ingredient, the amino acid taurine, was derived synthetically, not from bull testicles, as rumor had it. Red Bull's selling proposition was that it increased stamina and mental concentration, making it a natural for one of the original target users, long-distance drivers. The taste of the thick yellow beverage, said to be akin to liquid gummi bears, lent added distinction to the brand.

International Expansion in the 1990s

Red Bull's distribution expanded into neighboring countries Hungary and Slovenia in 1992. Red Bull was introduced in Germany in March 1994. By June, it was claiming a quarter of the sports drink market there, reported the Associated Press, putting it ahead of Gatorade. It was priced about three times as much as a can of Coca-Cola. Red Bull was introduced in the United Kingdom in 1994 and marketed there as Red Bull Stimulation after 1996.

Red Bull entered the United States in 1997, focusing at first on four western states: California, Oregon, Texas, and Colorado. It was marketed to Americans as a non-corporate alternative to Coke and Pepsi, and both packaging and pricing helped set it apart. The drink was sold in unique, narrow 8.3-ounce cans for $2 a pop.

Red Bull associated itself with the nascent extreme sports movement. The company sponsored snowboarding and freeskiing contests and Flugtag, a homemade flying machine challenge (Mateschitz was an enthusiastic collector of vintage aircraft).

While Red Bull had appealed to athletes and, in the United States, tired white collar workers, the real story of Red Bull's growth lay in the promise of further endurance at clubbing, giving it a special appeal for young people exhausted from working hard all week. The Los Angeles Times reported that the beverage appeared to glow green under the fluorescent light of nightclubs. The drink became a very popular mixer, especially with vodka. Red Bull deepened its involvement with the club scene by sponsoring a month-long school for deejays in New York City called the Red Bull Music Academy.

Worldwide sales were logged at 300 million cans in 1998 by Beverage World. By the end of 1999, Red Bull was sold in more than 50 countries, and sales estimates varied between 600 million and one billion cans worldwide. Red Bull led the energy drink category in the United States and the United Kingdom, where it displaced the venerable Lucozade brand owned by pharmaceutical company SmithKline Beecham (later GlaxoSmithKline).

The company promoted the lift the beverage offered with the slogan "Red Bull gives you wings." Traditional advertising was limited, as the company focused heavily on getting product samples into the right hands. The company sometimes put up edgy, graffiti-style billboards. In the late 1990s, Red Bull produced animated TV ads for mature markets.

By this time, Red Bull GmbH was the most highly valued company in Austria, worth about $11 billion according to one estimate. This made Mateschitz, with his 49 percent holding, the country's richest individual.

Continued Success in the 2000s

Mammoth beverage marketers such as Coca-Cola Co. and Anheuser-Busch were pouring out new drinks designed to capture a share of the success of "cult" energy drinks, a $300 million market. PepsiCo acquired South Beach Beverages, maker of the SoBe brand, in 2000, and Quaker Oats, owner of Gatorade, the next year. Liquor distributors were also eyeing Red Bull's share of the mixer market, introducing pre-mixed premium drinks such as Smirnoff Ice. Former Red Bull employees launched a competitor, Roaring Lion, in 2001, its marketing and distribution tailored for the nightclub market.

Red Bull sued a number of bars for surreptitiously substituting knock-offs when customers ordered mixed drinks specifying Red Bull. Red Bull's Australian distributor rolled out its own competing beverage called LiveWire. A court later found Sydneywide Distributors copied Red Bull's packaging too

  • 1982: Dietrich Mateschitz samples Krating Daeng, a Thai energy drink.
  • 1984: Beverage producer Red Bull GmbH is founded in Austria.
  • 1987: Red Bull's product begins sales in Austria.
  • 1992: Red Bull GmbH expands to its first foreign markets.
  • 1997: Red Bull enters the U.S. market via California.
  • 2003: Red Bull Sugarfree is introduced. closely. The Bangkok Post reported that more than a hundred other brands had tried to copy Red Bull's formula in Europe.
  • Red Bull made its first forays into the southern hemisphere, via South Africa and Brazil, in 2001. In October 2002, Red Bull opened a regional headquarters in Dubai and was planning to build a plant there as well. Red Bull's worldwide sales were estimated at EUR 1.4 billion ($1.32 billion) in 2002.
  • Much of Red Bull's success in the United States can be attributed to the dedicated, one-brand distribution network operated by the company. Mateschitz set up a separate company to develop and market other drinks, including LunAqua, a New Age brand of water bottled during full moons. A sugar-free version of Red Bull was rolled out in January 2003.

Additional Details

  • Private Company
  • Incorporated: 1984 as Red Bull GmbH
  • Employees: 1500
  • Sales: EUR 1.15 billion ($1.32 billion) (2002)
  • NAIC: 312111 Soft Drink Manufacturing

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Red Bull GmbH – Strategy, SWOT and Corporate Finance Report

  • Published: August 2023
  • Report Code: ML1216529SA

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Red Bull GmbH – Strategy, SWOT and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the company's structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360˚ view of the company.

Key Highlights

Red Bull GmbH (Red Bull) is a producer and marketer of energy drinks. The company’s product portfolio includes energy drinks, sugar-free drinks, and zero calories drinks. It also offers special edition drinks, which are available in watermelon, tropical and acai berry flavors. Apart from this, the company provides global news, interviews, photos, videos and news services through its B2B self-service media and news platform, the Red Bull Content Pool platform. Its major channels and media products include Red Bull TV, Red Bull.com, Red Bulletin, Red Bull Records, Red Bull Photography, and Red Bull Media House. It also offers TV apps for free live events, films and shows, offline viewing and event reminders. It also participates in various sports sponsorship programs. The company has a business presence across the Americas, Europe, the Middle East, Africa and Asia-Pacific. Red Bull is headquartered in Fuschl am See, Austria

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company profile red bull

Red Bull New Zealand Limited - Australian Company Profile

Enterprise Type: Proprietary Company

What does Red Bull New Zealand Limited do?

Red Bull New Zealand Limited, is a foreign owned New Zealand public company, deriving revenue from the provision of importing and distributing Red Bull energy drink. The company employs approximately 100 employees, operates in Germany and New Zealand, and is administered by its head office in Auckland.

Red Bull GmbH is the immediate and ultimate parent entity for Red Bull New Zealand

Red Bull New Zealand Limited - Products & Brands

Red Bull New Zealand Limited, is a foreign owned New Zealand public company, deriving revenue from the provision of importing and distributing Red Bull energy drink.  The products provided by Red Bull New Zealand Ltd are:

  • Red Bull Energy Drink
  • Red Bull Sugarfree
  • Red Bull Zero
  • Red Bull Summer Edition
  • Red Bull Tropical Edition
  • Red Bull Red Edition

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Red Bull New Zealand Limited - Financial Statements

Pie_chart red bull new zealand limited financial profit & loss account, red bull new zealand limited - financial ratios, pie_chart red bull new zealand limited financial growth, pie_chart red bull new zealand limited financial ratios, red bull new zealand limited's competitive environment, red bull new zealand limited operates in the following industries:.

  • C1211a - Soft Drink Manufacturing in Australia
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Red Bull New Zealand Limited's main competitors:

  • CCEP Holdings (Australia) Pty Ltd
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Published: July 12, 2023 Report Code: CMT1216529-CP

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Christian Horner, Red Bull's F1 team principal, under investigation by company

Christian Horner

Red Bull has commissioned an investigation into Christian Horner, the team principal of its highly successful Formula 1 racing team.

In a statement Monday, Red Bull characterized the investigation of Horner, who is also CEO of Oracle Red Bull Racing, as independent. It would not detail the reason behind the investigation.

“After being made aware of certain recent allegations, the company launched an independent investigation. This process, which is already underway, is being carried out by an external specialist barrister,” Red Bull said in a statement. “The company takes these matters extremely seriously and the investigation will be completed as soon as practically possible. It would not be appropriate to comment further at this time.”

The statement came after allegations were published in the Dutch publication  De Telegraaf .

Horner has denied any wrongdoing, according to international media reports.

Horner did not immediately respond to requests for comment sent through social media and to a Hollywood agency that represents him as a paid speaker. Formula 1 also did not immediately respond to a request for comment.

Red Bull is the reigning constructors' champion in the world's premier auto racing series.

In the 2023 season, Red Bull driver Max Verstappen blew past competitors for a third drivers ' championship in a row, and the team won the constructors' title for the second year in a row.

Horner, 50, has led Red Bull since 2005, developing a reputation for having sharp elbows but enjoying extraordinary success, including four drivers' championships with Sebastian Vettel from 2010 to 2013 before Verstappen's three-peat from 2021 to 2023. It has won six constructors' championships on Horner's watch.

He married pop star Geri Halliwell of Spice Girls fame in 2015. Last year he was bestowed the honor of Commander of the Order of the British Empire.

London-headquartered Formula 1 has seen increasing success in the U .S. , a market that it had struggled to penetrate for years. The first race of the 2024 season is scheduled to take place in Bahrain on March 2.

The league held three races in the U.S. in 2023, added an American driver and saw domestic viewership grow in recent years. It is scheduled to host the three U.S. races again this year — in Miami, Austin, Texas, and Las Vegas .

Last year, ESPN, which televises the races, said each race's domestic television audience in 2021 drew nearly 1 million viewers on average, and that grew 28% in 2023.

Since 2019, the Netflix show "Formula 1: Drive to Survive" has also made a splash globally, and Horner has loomed large in the docuseries, which has pitted him against other team bosses as each season progresses.

company profile red bull

Dennis Romero is a breaking news reporter for NBC News Digital. 

company profile red bull

Sahil Kapur is a senior national political reporter for NBC News.

GlobalData

Cutts joins Aurora Media as chief content officer amid restructure

S ports production company Aurora Media Worldwide has announced the appointment of Dominique Cutts to the newly created role of chief content officer.

Through the role, Cutts will manage the firm’s content, focusing on long and short-form documentaries, and all other non-live content, which is a focus of the company. Cutts will also oversee the company's live sports portfolio in a strategic capacity.

Aurora works with sporting rightsholders such as motor racing’s Formula E and Extreme E, where it is the host broadcaster, boat racing’s E1 and SailGP, and endurance sports’ Super League Triathlon, among others.

Cutts joins the firm from energy drink, sports, and media conglomerate Red Bull’s Media House subsidiary, where she had worked for five years, most recently as head of unscripted content.

At Red Bull, Cutts oversaw the production of several high-profile non-live documentary films across multiple sports.

Speaking on the move, Cutts cited the wealth of experience and industry relationships at Aurora as a motivator behind the move, adding: “At such a pivotal moment in the industry, I am delighted to have the opportunity to build on Aurora’s strengths to create extraordinary, original and compelling films and to help shape a company that will continue to lead the field well into the future.”

Cutts joins Aurora amid a top-level restructuring of the company which has most notably seen managing director Lawrence Duffy become chief executive, financial director Lee Attreed move to chief financial officer, and director of operations David O’Carroll become chief operations officer.

As chief content officer, Cutts will report to Lawrence, who added of her arrival: “Her creative programming experience, commercial knowledge, and development expertise are a great fit with Aurora's strength in producing original and innovative, international content.”

“The restructure of our leadership team reflects our focus on growing the business organically and through new opportunities.”

"Cutts joins Aurora Media as chief content officer amid restructure" was originally created and published by Sportcal , a GlobalData owned brand.

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Cutts joins Aurora Media as chief content officer amid restructure

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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 44%, it is the most popular energy drink brand as of 2020, [8] and the third most valuable soft drink brand, behind Coca-Cola and Pepsi. [9]

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    Red Bull is a private company headquartered in Austria with an estimated 15,779 employees. In the US, the company has a notable market share in at least one industry: Energy Drink Production, where they account for an estimated 16.1% of total industry revenue and are considered a Rising Star because they display lower market share, but displaying stronger profit and revenue growth than some of ...

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    Red Bull New Zealand Limited, is a foreign owned New Zealand public company, deriving revenue from the provision of importing and distributing Red Bull energy drink. The company employs approximately 100 employees, operates in Germany and New Zealand, and is administered by its head office in Auckland. Red Bull GmbH is the immediate and ...

  20. Red Bull GmbH Company Profile

    Red Bull GmbH (Red Bull) is a producer and marketer of energy drinks. The company's product portfolio includes energy drinks, sugar-free drinks, and zero calories drinks. It also offers special edition drinks, which are available in watermelon, tropical and acai berry flavors. Apart from this, the company provides global news, interviews ...

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  23. Cutts joins Aurora Media as chief content officer amid restructure

    Cutts joins the media company from Red Bull's media arm, where she was head of unscripted content. ... At Red Bull, Cutts oversaw the production of several high-profile non-live documentary films ...