Red Bull
In 1984, Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya founded Red Bull GmbH in Fuschl am See, a village of about 1,500 inhabitants near Salzburg. Each partner invested US$500,000 of their personal savings to fund the new company. They agreed that Mateschitz would run operations while both held a 49 percent share, leaving two percent for Chaleo's son Chalerm. The product first launched in Austria on the 1st of April 1987 as a single undistinguished flavor sold in a tall silver and blue can. Mateschitz had discovered Krating Daeng during a business trip to Thailand in 1982 while working for Blendax. He claimed the drink cured his jet lag and sought to create a partnership with Chaleo to adapt it for Western tastes. The name Red Bull references the original Thai drink Krating Daeng, which means red gaur. A krating is a large species of wild bovine native to the Indian subcontinent. Both brands use the same red bull on yellow sun logo but market their drinks separately in different regions.
The company expanded into Hungary, Slovenia, Germany, the Czech Republic, Croatia, the United Kingdom, Australia, and the United States throughout the 1990s. It entered Germany and the UK in 1994 before reaching the United States via California in 1996. The Middle East received the product in 2000 and the Philippines followed in 2012. By 2020, Red Bull held a 43 percent market share making it the most popular energy drink brand globally. More than 100 billion cans have been sold worldwide since its launch including over 12.6 billion in 2024 alone. In many countries both Red Bull and Krating Daeng are available dominating each end of the price spectrum. Red Bull re-positioned the drink as a trendy upscale beverage first introducing it at Austrian ski resorts while pricing it as premium compared to lower cost items like Krating Daeng. The flavoring used for Red Bull remains produced in Bangkok and exported worldwide to all markets.
Red Bull generated awareness through proprietary extreme sport event series rather than traditional advertising methods. These include the Red Bull Cliff Diving World Series, Red Bull Air Race, and Red Bull Crashed Ice. Standout stunts included the Red Bull Stratos space diving project which captured global attention. The company also owns multiple sports teams and maintains celebrity endorsements across various disciplines. Music production falls under its Red Bull Records label which supports artists and events. This approach created what the source describes as a brand myth without relying on standard marketing campaigns. The strategy allowed the company to build mythology around the product through direct association with high-adrenaline activities. Such events serve as living advertisements that align the energy drink with peak human performance and risk-taking behavior.
Depending on the country Red Bull contains different amounts of caffeine taurine B vitamins glucuronolactone and simple sugars. A single 250 ml can holds approximately 40 to 80 mg of caffeine varying by legal restrictions per region. Excessive consumption may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine. It may also cause agitation anxiety irritability and insomnia in heavy users. Authorities in France Denmark and Norway initially did not permit the sale of Red Bull due to safety concerns. The French food safety agency was specifically concerned about taurine content leading to a version without it being introduced locally. The European Court Justice partially upheld the French refusal in 2004 before the agency relented in 2008 unable to prove definite health risks. The UK's Advertising Standards Authority imposed advertising restrictions in 2001 responding to complaints recorded as early as 1997 regarding claims about effects and performance.
In 2013 Red Bull told the Redwell Brewery in Norfolk to change its name or face legal action because it sounded too similar. The eight-man brewery in Norwich was told its name could confuse customers and tarnish the trademark before reaching a settlement permitting continued use. In 2014 Red Bull entered into a US$13 million settlement to resolve two consumer class action lawsuits in New York. Plaintiffs Benjamin Careathers David Wolf and Miguel Almarez claimed breach of express warranty and unjust enrichment regarding unsubstantiated performance-enhancing benefits. On the 1st of May 2015 the Court approved the settlement giving customers who submitted claims the opportunity to receive US$10 cash reimbursement or US$15 in Red Bull products within 150 days. Contrary to reports from some news outlets plaintiffs had not alleged that the drink did not give consumers actual wings but rather
focused on false assertions about ingredient benefits.
Continue Browsing
Common questions
Who founded Red Bull and when was the company established?
Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya founded Red Bull GmbH in 1984. They invested US$500,000 of their personal savings each to fund the new company located in Fuschl am See near Salzburg.
When did Red Bull first launch as a product and what were its initial characteristics?
The product first launched in Austria on the 1st of April 1987 as a single undistinguished flavor sold in a tall silver and blue can. The name references the original Thai drink Krating Daeng which means red gaur.
How many cans of Red Bull have been sold worldwide since its launch?
More than 100 billion cans have been sold worldwide since its launch including over 12.6 billion in 2024 alone. By 2020 Red Bull held a 43 percent market share making it the most popular energy drink brand globally.
Which countries initially banned or restricted the sale of Red Bull due to safety concerns?
Authorities in France Denmark and Norway initially did not permit the sale of Red Bull due to safety concerns regarding taurine content. The French food safety agency was specifically concerned about taurine content leading to a version without it being introduced locally before the European Court Justice partially upheld the refusal in 2004.
What legal settlements did Red Bull reach regarding consumer class action lawsuits in New York?
In 2014 Red Bull entered into a US$13 million settlement to resolve two consumer class action lawsuits in New York. On the 1st of May 2015 the Court approved the settlement giving customers who submitted claims the opportunity to receive US$10 cash reimbursement or US$15 in Red Bull products within 150 days.