Red Bull was founded in 1987 by Dietrich Mateschitz, inspired by functional drinks from East Asia. Mateschitz created the formula for Red Bull Energy Drink and developed a unique marketing concept that revolutionised the beverage industry. The launch of Red Bull in Austria on April 1, 1987, marked the birth of a completely new product category—energy drinks.

Red Bull expanded to Australia in the 1990s and quickly became a household name. Since then, the brand has grown to be available in 171 countries, with over 12 billion cans consumed worldwide each year. Known for its distinctive energy-boosting formula, Red Bull continues to drive innovation and maintain its position as a leader in the energy drink market, consistently pushing the boundaries of sports, culture, and entertainment.