Red Bull GmbH is owned by Dietrich Mateschitz and the Yoovidhya family. The Yoovidhya family own 51 percent. Mateschitz owned 49 percent which his son Mark inherited. Mateschitz discovered the drink Krating Daeng in Thailand which inspired Red Bull Energy Drink.
Company Overview
- Red Bull sells over 5 billion cans annually in 167 countries.
- It is headquartered in the Austrian village Fuschl am See near Salzburg.
- In 2019, Red Bull had a 38% global market share, making it the most popular energy drink.
- Over 100 billion cans have been sold since its 1987 launch.
Red Bull’s Marketing and Sponsorships
Red Bull’s marketing includes music through its label Red Bull Records. Originally in a silver-blue can, the drink now has flavor variants. Through innovative marketing, Red Bull created its "brand myth." It styles itself as a patron of extreme sports and founded the football club RB Leipzig in Germany. The company also owns sports teams like RB Leipzig and the Formula One racing team Red Bull Racing.