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 68 billion cans of Red Bull have been consumed so far.
In 2016 we sold more than 6.3 billion cans.
As of the end of 2017, Red Bull employed 11,865 people in 171 countries - compared to the end of 2016 when we had 11,865 employees in 171 countries.
In 171Countries around the world
In terms of future expansion, Red Bull is focusing on the core markets of Western Europe and the USA, growth markets in the Far East and, after demonstrable success on the Austrian test market, on the further roll-out of the Red Bull Organics range.
+ 6 BillionCans sold
A total of 6.302 billion cans of Red Bull were sold worldwide in 2017, representing an increase of 4.0% against an already very successful 2016. Taking into account price fluctuations, company turnover even witnessed a 4.2% increase from EUR 6.029 billion to EUR 6.282 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 Turkey (+34%), India (+15%), The Netherlands (+15%), Northern Europe (+13%) and the UK (+13%), combined with extremely efficient cost management and ongoing brand investment.