Red Bull

Inspired by functional drinks from the Far East, 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.

For nearly 3 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. When Red Bull was founded in 1987 it was not only the launch of a completely new product, in fact, it was the birth of a totally new product category. Explore the company’s journey from the very beginning until today.

Red Bull Gives Wings to People and Ideas. This drives us – and all we do – since 1987. Today, Red Bull operates in over 170 countries selling more than 6.7 billion cans annually and growing! Above all, our people remain the essential ingredient in bringing the Red Bull brand to life. Becoming the #1 energy drink in the world is a journey of passion and hard work. It’s about asking ourselves everyday: how can we do it better? Check out our open roles to become part of the world of Red Bull.