PRIVATE · Fuschl am See, Austria
The Garage / Company file
Red Bull
A hyper-profitable marketing machine disguised as an energy drink company, controlling global extreme sports and media networks.
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The story / 4 turning points
1982
The Thai jet lag remedy and the Austrian carbonation mutation
While traveling in Thailand, Austrian marketing executive Dietrich Mateschitz discovered Krating Daeng, a non-carbonated energy drink sold to truck drivers by Chaleo Yoovidhya that cured his jet lag. The duo partnered, added carbonation, adjusted the flavor profile, and launched the distinct slim blue-and-silver can in Austria in 1987.
2005
The Jaguar Racing buyout and Formula One grid domination
Red Bull purchased the underperforming Jaguar Racing Formula One team from Ford, rebranding it as Red Bull Racing. Instead of relying on traditional corporate sponsorship, the brand built its own elite internal constructor program, eventually winning multiple consecutive World Constructors' and Drivers' Championships.
2012
The Stratos supersonic space dive and ultimate marketing stunt
The company executed one of the most viewed marketing events in human history with Red Bull Stratos, sponsoring Austrian skydiver Felix Baumgartner as he jumped from a helium balloon in the stratosphere. The live broadcast captured tens of millions of global viewers, cementing the brand's associations with extreme performance.
2025
The €12.1 billion record revenue and asset-light outsourced scale
Red Bull GmbH posted record financial metrics for the 2025 fiscal year, with global sales volumes hitting 13.9 billion cans and group turnover growing to €12.196 billion. Co-owned by Mark Mateschitz and the Yoovidhya family, the private giant maintained its highly profitable, asset-light outsourced manufacturing model.
Frequently Asked Questions
Who founded Red Bull?
Red Bull was founded by Dietrich Mateschitz, Chaleo Yoovidhya.
When was Red Bull founded?
Red Bull was founded in 1984.
Where was Red Bull founded?
Red Bull was headquartered in Fuschl am See, Austria.
Why was Red Bull created?
While traveling in Thailand, Austrian marketing executive Dietrich Mateschitz discovered Krating Daeng, a non-carbonated energy drink sold to truck drivers by Chaleo Yoovidhya that cured his jet lag. The duo partnered, added carbonation, adjusted the flavor profile, and launched the distinct slim blue-and-silver can in Austria in 1987.
What does Red Bull do?
A hyper-profitable marketing machine disguised as an energy drink company, controlling global extreme sports and media networks. Discover how Red Bull transformed from a Thai jet lag tonic into a €12.1 billion global energy drink, sports, and media empire. Read the story.
How did Red Bull grow?
Red Bull GmbH posted record financial metrics for the 2025 fiscal year, with global sales volumes hitting 13.9 billion cans and group turnover growing to €12.196 billion. Co-owned by Mark Mateschitz and the Yoovidhya family, the private giant maintained its highly profitable, asset-light outsourced manufacturing model.
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