Inspired by an energy drink called Krating Daeng during a business
trip to Thailand, Austrian entrepreneur Dietrich Mateschitz developed the formula
and concept of Red Bull in the mid 1980’s. The drink was first sold in Dietrich’s
home market of Austria, blowing a new product category wide open for the rest
of the world as it steadily made its way through a majority of Europe, before reaching
the US in 1997. Fast forward to 2016 and Red Bull is now sold in more than 169
countries with approximately 60 billion cans having been consumed worldwide.
The company slogan is “Red Bull Gives You Wings” – with the product
historically being perceived as targeting young men with advertising and
sponsorships that include a host of male dominated extreme sports.
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