History of Red Bull BeverageIn 1982, Mr. Dietrich Mateschitz, founder of Red Bull, became aware of products called “tonic drinks” which enjoyed wide popularity in Asia.
While sitting in the bar at the Mandarin Hotel in Hong Kong, the idea came to him of marketing these of functional drinks outside of Asia.
In 1984, Mateschitz founded Red Bull GmbH. He fine-tuned the product, developed a unique marketing concept revolving around high energy sports events and started marketing the Red Bull Energy drink on the Austrian market in 1987.
It soon spread to Hungary and the United Kingdom and in 1994 entered the German market, where the drink became so popular that the company could not meet the demand of nearly 1 million cans a day.
Today, Red Bull is sold in over seventy countries around the globe. Red Bull was introduced into the United States in 1997 and approximately 300 drinks are available on shelves today.
With about 80 mg of caffeine in an 8-oz can, Red Bull was the first energy drink to see widespread consumption in Europe and North America.
History of Red Bull Beverage
