Red Bull GmbH is a privately-held consumer goods company that produces and distributes energy drinks and sodas, including its flagship Red Bull energy drink, and is involved in the media and sports industries. Red Bull was founded by Dietrich Mateschitz and Chaleo Yoovidhya in 1984 and is headquartered in Fuschl am See, Austria.
Red Bull GmbH was founded by Austrian businessman Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya in 1984. The pair met in 1982, and Yoovidhya introduced Mateschitz to Thai energy drink Krating Daeng, developed by Yoovidhya's pharmaceutical company during the 1970s, to help ease his jet lag. Mateschitz and Yoovidhya partnered to bring the drink to European markets, and each invested $500,000 into Red Bull GmbH for a 49% share in the company. The remaining 2% stake went to Yoovidhya, and it was agreed that Mateschitz would run the company. Between 1984 and 1987, Mateschitz and Yoovidhya redeveloped the Krating Daeng formula for European tastes and renamed the drink Red Bull. Red Bull launched in Europe in 1987. Red Bull was launched in the United States in 1997, and within one year had 75% of the energy drink market share. In 2001, Red Bull sold its 1 billionth can.
Red Bull produces and distributes the original Red Bull energy drink; Red Bull Sugarfree; Red Bull TotalZero; Red Bull Editions, which are seasonal lines of uniquely flavored Red Bull energy drinks; and ORGANICS by Red Bull, a line of largely caffeine-free organic sodas. In 2020, 7.9 billion cans of Red Bull were sold in over 170 countries worldwide.
In addition to energy drinks and soda, Red Bull has expanded its brand into the media and sports industries. Red Bull Media House is a media company specializing in sports, lifestyle programming, music, and games. Divisions of Red Bull Media House include Red Bull TV, Red Bull Photography, Benevento Publishing, Red Bull Records, its record label launched in 2007, Red Bull Music Publishing, and Red Bull Music Academy, which organizes music workshops and festivals around the world. Red Bull has purchased and rebranded a number of sports teams, including Formula One racing teams Red Bull Racing (formerly Jaguar racing) and Scuderia AlphaTauri, NASCAR Team Red Bull, Austrian football club Red Bull Salzburg (formerly SV Austria Salzburg), FC Liefering, Major League Soccer team Red Bull New York (formerly the MetroStars), Brazilian soccer teams Red Bull Brasil and Red Bull Bragantino (formerly Clube Atlético Bragantino), Austrian Hockey League team Red Bull Salzburg (formerly EC Salzburg, and esports League of Legends team Red Bulls.
As part of its marketing strategy, Red Bull has sponsored many high-profile competitions, events, athletes, and teams, particularly in extreme sports and motor sports.
When a Brand Becomes a Publisher: Inside Red Bull's Media House - MediaShift
November 10, 2014