Red Bull North America

This drives us. Since 1987

Inspired by functional drinks from East Asia, Dietrich Mateschitz founded Red Bull in the mid-1980s. For nearly three years, from 1984 to 1987, Dietrich Mateschitz worked on the formula for Red Bull, the positioning of the brand, the packaging and the marketing concept. He developed not only a new product but also a unique marketing concept and launched Red Bull Energy Drink in Austria on April 1, 1987. A completely new product category was born – energy drinks.

At A Glance