Who Owns Red Bull?

Red Bull's origins trace to a Thai energy tonic called Krating Daeng, which translates to "Red Gaur" (a large wild bovine native to South and Southeast Asia). Krating Daeng was created by Chaleo Yoovidhya, a Thai entrepreneur, in 1976 and was sold as a functional drink popular among Thai truck drivers and manual laborers for its stimulating effects. The drink contained caffeine, taurine, B vitamins, and sugar in a concentrated, non-carbonated formula.

Dietrich Mateschitz, an Austrian marketing executive working for the German consumer goods company Blendax, encountered Krating Daeng during a business trip to Thailand in 1982. Mateschitz noticed that the drink cured his jet lag and recognized its potential as a consumer product in the Western market. He approached Chaleo Yoovidhya with a proposal to adapt the formula for European consumers and launch it as a new beverage brand.

In 1984, Mateschitz and Yoovidhya agreed to co-found Red Bull GmbH, with each contributing $500,000 in startup capital. Mateschitz held 49 percent of the new company, Yoovidhya held 49 percent, and Yoovidhya's son Chalerm held the remaining 2 percent. The formula was adapted for Western tastes by carbonating the drink and adjusting the sweetness and flavor profile. The distinctive slim 250ml aluminum can was designed to differentiate Red Bull from conventional beverage packaging.

Red Bull launched in Austria on April 1, 1987. The Austrian market launch was preceded by three years of product development and regulatory approval processes. The drink was initially controversial with Austrian health authorities, who were concerned about the caffeine and taurine content. Red Bull received approval to sell in Austria after providing safety data, but faced regulatory challenges in other European markets for years afterward.

The brand's marketing strategy from the outset was unconventional. Rather than traditional mass media advertising, Mateschitz focused on grassroots marketing through student brand ambassadors, sponsorship of extreme sports athletes, and event creation. The company sponsored windsurfing, snowboarding, skateboarding, and other action sports before these disciplines had mainstream media coverage, establishing Red Bull as the authentic brand of extreme sports culture.

Red Bull entered the United Kingdom in 1994 and the United States in 1997. The U.S. launch was particularly significant, as the American market was the world's largest beverage market. Red Bull was initially sold primarily in nightclubs and bars, where it became popular as a mixer with vodka. This nightlife positioning helped establish the brand among young adults and drove rapid trial.

By 2000, Red Bull had sold approximately 1 billion cans globally and was available in more than 50 countries. The brand's growth attracted competition from Monster Beverage (launched 2002), Rockstar Energy (launched 2001), and dozens of other energy drink brands. Despite this competition, Red Bull maintained its market leadership through consistent brand positioning and marketing investment.

Mateschitz expanded Red Bull's media and sports properties significantly in the 2000s. Red Bull Racing was established as a Formula 1 team in 2005 after acquiring the Jaguar Racing team, and won four consecutive Constructors' and Drivers' Championships from 2010 to 2013 with Sebastian Vettel. Red Bull also acquired the New York Red Bulls (MLS), RB Leipzig (Bundesliga), FC Red Bull Salzburg (Austrian Bundesliga), and Red Bull Bragantino (Brazilian Serie A), creating a global network of professional football clubs.

Red Bull Media House was established in 2007 to produce and distribute content across Red Bull's media channels, including Red Bull TV, Red Bull Magazine, and the Red Bull website. The Stratos project in 2012, in which Felix Baumgartner jumped from a helium balloon at 39 kilometers altitude and broke the sound barrier in freefall, was a landmark Red Bull media event that generated global coverage and demonstrated the brand's commitment to spectacular content.

As of 2025, Red Bull sold approximately 12.1 billion cans globally, generating revenues of approximately 11.6 billion euros. The brand is available in more than 175 countries and remains the world's best-selling energy drink by volume.