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 171 countries and over 75 billion cans of Red Bull have been consumed so far.
IN 2018 WE SOLD 6.8 BILLION CANS.
As of the end of 2018, Red Bull employed 12,239 people in 171 countries - compared to the end of 2017 when we had 11,886 employees in 171 countries.
In 171Countries 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 continued roll-out of the Red Bull Organics range.
6.8 BillionCans sold
A total of 6.8 billion cans of Red Bull were sold worldwide in 2018, representing an increase of 7.7% against an already very successful 2017. Group turnover was up 3.8% from EUR 5.336 billion to EUR 5.541 billion. In terms of sales, revenues, productivity and operating profit, the figures were up once again and represent the best in the company's history so far. The main reasons for such positive figures include outstanding sales in the Red Bull markets in India (+30%), Brazil (+22%), Eastern Europe (+22%), Northern Europe (+12%) and Germany (+12%), combined with extremely efficient cost management and ongoing brand investment.