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 more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far.
In 2012 we sold 5.2 BILLION cans.
The high points of Red Bull's 2012 were first and foremost winning both the constructors' and drivers' Formula 1 championships – picking up both titles for the third successive year – as well as the hugely successful "Red Bull Stratos" mission.
As of the end of 2012, Red Bull employed 8,966 people in 165 countries - Compared to the end of 2011 when we had 8,294 employees in 164 countries.
In 165Countries around the world
In terms of further expansion, Red Bull is targeting the core markets of Western Europe and the USA and the growth markets of Brazil, Japan, India and South Korea, while also focusing on the worldwide roll-out of the Red Bull Editions. Growth and investment will – as is customary at Red Bull – continue to be financed from the operating cash flow.
A total of 5.226 billion cans of Red Bull were sold worldwide in 2012, representing an increase of 12.8% against 2011. Owing to higher prices as well as currency fluctuations, company turnover increased by 15.9% from EUR 4.253 billion to EUR 4.930 billion. In terms of sales, revenues, productivity and operating profit, the figures recorded were the best in the company's history so far. Such positive figures can be attributed to outstanding sales in South Africa (+52%), Japan (+51%), Saudi Arabia (+38%), France (+21%), the USA (+17%) and Germany (+14%), efficient cost management and ongoing brand investment.