Red Bull GmbH

Red Bull GmbH
Company type	Private
Industry	Beverage
Genre	Energy drink
Founded	1984
Founder	Dietrich Mateschitz
Headquarters	Fuschl am See, Austria
Area served	Worldwide
Key people	Dietrich Mateschitz (Founder & CEO)
Products	Red Bull energy drink
Revenue	€6.5 billion (2020)
Number of employees	12,239 (2020)
Website	redbull.com

Introduction[edit | edit source]

Red Bull GmbH is an Austrian company that produces and distributes the popular energy drink, Red Bull. The company was founded in 1984 by Dietrich Mateschitz and is headquartered in Fuschl am See, Austria.

History[edit | edit source]

In 1982, Dietrich Mateschitz discovered the Thai energy drink Krating Daeng while on a business trip to Thailand. He found the drink helped to alleviate his jet lag and he saw potential for the product in the European market. Mateschitz partnered with Chaleo Yoovidhya, the creator of Krating Daeng, to adapt the formula and create Red Bull. The drink was launched in Austria in 1987 and quickly became popular throughout Europe.

Red Bull expanded into the United States in 1997 and has since become a worldwide phenomenon. The brand is known for its extreme sports sponsorships and marketing campaigns, which often feature the iconic Red Bull logo.

Products[edit | edit source]

Red Bull is the flagship product of Red Bull GmbH. The drink is marketed as an energy drink and contains caffeine, taurine, and other ingredients. Red Bull is available in over 170 countries and has become a staple in the energy drink market.

In addition to the original Red Bull, the company also produces several other beverages, including Red Bull Sugarfree, Red Bull Zero Calories, and Red Bull Editions, which are available in a variety of flavors.

Sponsorship[edit | edit source]

Red Bull is known for its sponsorship of extreme sports events and athletes. The company has sponsored events such as the Red Bull Air Race and the Red Bull Cliff Diving World Series, as well as athletes such as snowboarder Shaun White and Formula One driver Max Verstappen.

Criticism[edit | edit source]

Red Bull has faced criticism for its high caffeine content and marketing campaigns, which some have argued target younger audiences. The company has also faced legal challenges over its marketing claims, particularly in relation to the drink's ability to improve performance and concentration.

Marketing[edit | edit source]

Red Bull has become known for its innovative and often extreme marketing campaigns. The company's slogan, "Red Bull gives you wings," has become a well-known catchphrase associated with the brand.

One of Red Bull's most notable marketing efforts is its sponsorship of extreme sports events and athletes. The company has sponsored events such as the Red Bull Air Race and the Red Bull Cliff Diving World Series, as well as athletes such as snowboarder Shaun White and Formula One driver Max Verstappen. Red Bull has also sponsored several esports teams and events.

The company's marketing efforts have also extended to branded content, including the Red Bull Media House, which produces a variety of content including films, television series, and documentaries. The company also sponsors several music events and festivals, including the Red Bull Music Festival.

Controversies[edit | edit source]

Red Bull has faced several controversies throughout its history. In 2012, the company settled a lawsuit for $13 million over false advertising claims related to the drink's ability to improve performance and concentration.

The company has also faced criticism over its high caffeine content, which some have argued can be dangerous when consumed in large quantities. In 2019, a study published in the Journal of the American Heart Association found that consuming energy drinks like Red Bull can increase the risk of heart problems.

Red Bull has also faced criticism for its marketing campaigns, which some have argued target younger audiences. In 2014, the company faced backlash for a controversial marketing campaign in which it placed ads in college newspapers offering students $10 to write an essay about "How Red Bull Can Help You Reach Your Goals."