Red Bull: 28 Years and Counting
How it all began
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 more than 169 countries and around 60 billion cans of Red Bull have been consumed so far.
As of the end of 2015, Red Bull employed 10,997 people in 169 countries – compared to the end of 2014 when we had 10,410 employees in 167 countries.
In 169 Countries around the world
In terms of further expansion, Red Bull is targeting the core markets of Western Europe and the USA and growth markets in the Far East, while also focusing on the worldwide roll-out of the Red Bull Editions.
+ 5.9 BillionCans sold
A total of 5.957 billion cans of Red Bull were sold worldwide in 2015, representing an increase of 6.1% against 2014. Taking into account price and currency fluctuations, company turnover even witnessed a 15.5% increase from EUR 5.110 billion to EUR 5.903 billion. The main reasons for such positive figures include outstanding sales in the Red Bull markets in Turkey (+25%), South Africa (+19%), Saudi Arabia (+19%), India (+18%), Poland (+18%) and Germany (+16%), a price increase in the USA, the weaker euro exchange rate, efficient cost management and ongoing brand investment.