Red Bull
Austrian beverage company headquartered in Salzburg, manufacturing and distributing the world's most popular energy drink brand.
Company Type
private
Founded
1987
Headquarters
Salzburg, Austria
About Red Bull
Who owns Red Bull?
Red Bull is privately held by the Mateschitz family (49%) and the Yoovidhya family of Thailand (51%). Mark Mateschitz inherited his father Dietrich's 49% stake following Dietrich's death in October 2022. The company is not publicly traded.
Red Bull is privately held by the Mateschitz family (49%) and the Yoovidhya family of Thailand (51%). Mark Mateschitz inherited his father Dietrich's 49% stake following Dietrich's death in October 2022. The company is not publicly traded.
How did Red Bull start?
Red Bull was created by Dietrich Mateschitz, an Austrian marketing executive who discovered Krating Daeng, a Thai energy tonic, during a business trip in 1982. He partnered with Thai businessman Chaleo Yoovidhya to adapt the formula for Western markets and founded Red Bull GmbH on April 1, 1987.
Red Bull was created by Dietrich Mateschitz, an Austrian marketing executive who discovered Krating Daeng, a Thai energy tonic, during a business trip in 1982. He partnered with Thai businessman Chaleo Yoovidhya to adapt the formula for Western markets and founded Red Bull GmbH on April 1, 1987.
Is Red Bull publicly traded?
No, Red Bull GmbH is privately held by the Mateschitz and Yoovidhya families. The company is not publicly traded.
No, Red Bull GmbH is privately held by the Mateschitz and Yoovidhya families. The company is not publicly traded.
How many Red Bull cans are sold per year?
Red Bull sold approximately 12.1 billion cans in 2023, up from 11.6 billion in 2022.
Red Bull sold approximately 12.1 billion cans in 2023, up from 11.6 billion in 2022.
Does Red Bull own sports teams?
Yes, Red Bull owns several sports teams including Red Bull Racing (Formula 1), Scuderia AlphaTauri (Formula 1, now renamed Visa Cash App RB), Red Bull Salzburg (Austrian football), RB Leipzig (German Bundesliga football), New York Red Bulls (MLS), and others.
Yes, Red Bull owns several sports teams including Red Bull Racing (Formula 1), Scuderia AlphaTauri (Formula 1, now renamed Visa Cash App RB), Red Bull Salzburg (Austrian football), RB Leipzig (German Bundesliga football), New York Red Bulls (MLS), and others.
History of Red Bull
Red Bull's origins trace to Krating Daeng, a Thai energy tonic drink created by Chaleo Yoovidhya in 1976. Krating Daeng (which translates to "Red Bull" in English) was a popular drink among Thai truck drivers and manual laborers for its energizing properties.
Dietrich Mateschitz, an Austrian marketing executive working for Blendax (a German toothpaste company), discovered Krating Daeng during a business trip to Thailand in 1982. Mateschitz noticed that the drink cured his jet lag and saw potential for a similar product in Western markets.
Mateschitz partnered with Chaleo Yoovidhya to create a new company. Each invested $500,000 and each received a 49% stake, with the remaining 2% going to Yoovidhya's son. Mateschitz adapted the formula for Western tastes, making it less sweet and more carbonated, and developed the iconic slim can packaging.
Red Bull GmbH was founded on April 1, 1987, and the drink launched in Austria that year. The launch was initially slow, with some market research suggesting the product would fail. However, Mateschitz's unconventional marketing approach, targeting extreme sports, nightclubs, and college campuses, gradually built a cult following.
Red Bull expanded internationally throughout the 1990s, entering Hungary in 1992, Germany and the UK in 1994, and the United States in 1997. The US launch was particularly successful, with Red Bull quickly becoming the dominant energy drink brand.
Red Bull pioneered the energy drink category in Western markets and created a template for marketing that has been widely imitated. The company's approach included sponsoring extreme sports events, creating its own sports teams (including the Red Bull Racing Formula 1 team, founded in 2005), and establishing Red Bull Media House to create content.
Chaleo Yoovidhya died in March 2012. Dietrich Mateschitz died in October 2022 at age 78. Mark Mateschitz inherited his father's 49% stake and has taken on a leadership role in the company.
Red Bull sold approximately 12.1 billion cans in 2023, up from 11.6 billion in 2022, and reported revenue of approximately 10.6 billion euros.
Brands Owned by Red Bull
Red Bull owns 1 brand in our database.
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Red Bull Ownership: Pros & Cons
Advantages
- +World's leading energy drink brand with approximately 38% global market share
- +Sold approximately 12.1 billion cans in 2023, generating approximately 10.6 billion euros in revenue
- +Iconic brand identity built around extreme sports, adventure, and aspiration
- +Red Bull Media House creates content that reinforces brand identity without traditional advertising
- +Sports team ownership (Red Bull Racing F1, RB Leipzig, etc.) provides global brand exposure
Considerations
- -Health and regulatory concerns regarding energy drink consumption
- -Competition from Monster Energy (backed by Coca-Cola) and Rockstar (owned by PepsiCo)
- -Regulatory bans and restrictions in some markets
- -Leadership transition following Dietrich Mateschitz's death in 2022
- -Environmental concerns regarding aluminum can production and packaging waste
Frequently Asked Questions About Red Bull
Who owns Red Bull?
Red Bull is privately held by the Mateschitz family (49%) and the Yoovidhya family of Thailand (51%). Mark Mateschitz inherited his father Dietrich's 49% stake following Dietrich's death in October 2022. The company is not publicly traded.
How did Red Bull start?
Red Bull was created by Dietrich Mateschitz, an Austrian marketing executive who discovered Krating Daeng, a Thai energy tonic, during a business trip in 1982. He partnered with Thai businessman Chaleo Yoovidhya to adapt the formula for Western markets and founded Red Bull GmbH on April 1, 1987.
Is Red Bull publicly traded?
No, Red Bull GmbH is privately held by the Mateschitz and Yoovidhya families. The company is not publicly traded.
How many Red Bull cans are sold per year?
Red Bull sold approximately 12.1 billion cans in 2023, up from 11.6 billion in 2022.
Does Red Bull own sports teams?
Yes, Red Bull owns several sports teams including Red Bull Racing (Formula 1), Scuderia AlphaTauri (Formula 1, now renamed Visa Cash App RB), Red Bull Salzburg (Austrian football), RB Leipzig (German Bundesliga football), New York Red Bulls (MLS), and others.
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