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Red Bull celebrates its 30th anniversary

May 9, 2017

There is nothing to match the story of this Austrian company’s global success – more than 62 billion cans of Red Bull energy drink have been consumed since 1987. 

When Dietrich Mateschitz launched an energy drink by the name of “Red Bull” on the Austrian market in 1987, few would have thought such an unparalleled and triumphant path to success possible. But the blue and silver Red Bull can was soon to conquer the world – thanks in part to a unique marketing concept.

Red Bull became a cult brand and a global market leader in a beverage sector that had not even existed until Red Bull was launched. Now, some thirty years later, more than 62 billion cans of the “wide awake” drink have been consumed all round the world. Today, Red Bull sponsors extreme athletes and owns not only Formula 1, football and ice hockey teams but also a television station and print media.

Worldwide, some 6 billion cans of Red Bull were sold in 2016. The global market leader in energy drinks employs 11,865 people in 171 countries and recently recorded a turnover of EUR 6.03 Billion.

Strong growth in Chile (+28%), Scandinavia (+13%), Poland (+13%), the Netherlands (+12%) and South Africa (+10%) combined with consistent cost management and an ongoing program of appropriate brand investments are the main drivers for the company’s positive performance. Red Bull is set to focus its future expansion on key markets in Western Europe and the USA as well as potential markets in the Far East.