In 1982, Dietrich Mateschitz became aware of products
called “tonic drinks”, which enjoyed wide popularity in Asia,
and got - while sitting in the bar at the Mandarin Hotel in Hong Kong
- the idea of marketing those functional drinks outside Asia.
In 1984, Mateschitz founded the company Red Bull GmbH. He fine-tuned the
product, developed a unique marketing concept and started selling Red
Bull Energy Drink on the Austrian market in 1987. Red Bull got off the
ground in no time flat, giving people wings right from the start. In 1992,
Red Bull touched down in its first foreign market, in Hungary. Today,
Red Bull is energizing over 100 countries around the globe.
More than a billion cans of Red Bull are consumed each year. Responsibility
for the unparalleled success of the world’s No. 1 energy drink
is shared by the company's 1,850 employees, of whom around 200 work
at Red Bull Headquarters in Fuschl am See (pop. 1,344), not far from
Salzburg/Austria.
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.
