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July 26, 2026Sources cited
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Red Bull

Red Bull is a brand of energy drink produced by the Austrian company Red Bull GmbH.

By Ethan Anderson| Reviewed by Olivia Bennett, Standards & Fact-Checking Lead| Updated July 26, 2026|2 min read| Fact-checked

Red Bull is a brand of energy drink produced by the Austrian company Red Bull GmbH. Launched in Austria in 1987, it is widely credited with helping establish the modern energy drink category and is sold in many countries worldwide.

History

Red Bull GmbH was founded in 1984 by Dietrich Mateschitz in Austria, and the Red Bull Energy Drink launch followed on 1 April 1987. The brand is commonly associated with the rapid global expansion of the energy drink category.

Product and market position

Red Bull is an energy drink brand and remains the company’s core product. Publicly available figures describe it as a leading global energy drink by sales and market presence. The company reported sales of 12.670 billion cans worldwide in 2024, and Red Bull was sold in 178 countries at the end of that year.

Business operations

Red Bull GmbH is headquartered in Fuschl am See, Salzburg, Austria. The company reported 19,973 employees at the end of 2024. In Canada, Red Bull competes in the energy drink market alongside other soft drink brands such as Pepsi, 7 Up, and RC Cola.

Branding and sponsorship

Red Bull is known for extensive sponsorship and marketing, especially in sports, media, and events. This branding has helped make the drink one of the most recognisable consumer brands worldwide, and it has been one of the most valuable soft drink brands globally.

Key facts

  • Red Bull is the best-known product of Red Bull GmbH, an Austrian company founded in 1984.
  • The drink was launched in Austria on 1 April 1987.
  • The company reported sales of 12.670 billion cans worldwide in 2024.
  • Red Bull was sold in 178 countries at the end of 2024.
  • The brand has been one of the most valuable soft drink brands globally.
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Canadian context

Red Bull is sold in Canada and is part of the Canadian energy drink market, where it competes with other domestic and international brands.

Frequently asked questions

What is Red Bull?
Red Bull is an energy drink brand owned by Red Bull GmbH, an Austrian company.
When was Red Bull launched?
Red Bull Energy Drink was launched in Austria on 1 April 1987.
Who founded Red Bull?
Dietrich Mateschitz founded Red Bull GmbH in Austria in 1984.
Where is Red Bull based?
Red Bull GmbH is headquartered in Fuschl am See, Salzburg, Austria.
How widely is Red Bull sold?
The company said Red Bull was sold in 178 countries at the end of 2024.

References

  1. Red Bull — https://www.redbull.com/us-en/energydrink/company-profile
    Supports: Launch date, founding background, countries sold in, employee count, 2024 can sales, revenue
  2. Wikipedia — https://en.wikipedia.org/wiki/Red_Bull
    Supports: Brand identity, launch year, market share, brand value, cumulative sales
  3. Wikipedia — https://en.wikipedia.org/wiki/Red_Bull_GmbH
    Supports: Founding year, founders, headquarters, ownership, company profile