Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in 171 countries and over 62 billion cans of Red Bull have been consumed so far. As of the end of 2016, Red Bull employed 11,865 people in 171 countries - compared to the end of 2015 when we had 10,997 employees in 169 countries.
This drink is specially developed for periods of increased mental and physical exertion. Including improved vigilance plus increased concentration and reaction speed, Red Bull's effects have been recognised by world class athletes, busy professionals, active students, and long distance drivers around the world.