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 166 countries and around 40 billion cans of Red Bull have been consumed so far.
As of the end of 2013, Red Bull employed 9,694 people in 166 countries - compared to the end of 2012 when we had 8,966 employees in 165 countries.
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 ongoing world-wide roll-out of the Red Bull Editions. In spite of the still uncertain financial and global economic climate, our plans for growth and investment in 2014 remain very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow.
We don't have videos of smiling employees enjoying free lunches and bean bags in colorfully painted offices. Instead, please judge us by the quality and professionalism of what we produce across our many products and projects.
We are globally 8000 individuals who have been granted an opportunity and who want to produce the best work we can. In all our roles we look at what we produce and ask...
How can we do it better?
Profit is not our driver, it's chasing our potential. It's giving wings to people and ideas.