Build story · Austria · 1984–2023
Red Bull: a media company that sells energy drinks
Dietrich Mateschitz adapted a Thai tonic, priced it high in small cans, and built the brand through extreme sports, events, and content — selling over 12 billion cans a year.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Launch
- 1987, Austria
- Can size
- 250ml
- Red Bull Stratos jump
- 2012
- Cans sold (2023)
- about 12 billion
What happened
On a business trip to Thailand, Austrian marketer Dietrich Mateschitz discovered Krating Daeng, a local energy tonic. In 1984 he partnered with its creator, Chaleo Yoovidhya, adapted the taste for Western consumers, and launched Red Bull in Austria in 1987.
Red Bull came in a slim 250ml can at a premium price. Rather than traditional ads alone, it sponsored and created events — air races, cliff diving, extreme sports — and recruited student ambassadors. Red Bull Media House produces films and content, and it owns Formula One teams. In 2012 Red Bull Stratos, Felix Baumgartner's jump from the edge of space, drew millions of live viewers on YouTube.
Red Bull sold about 12 billion cans in 2023 and remains privately owned.
Timeline
- 1984
Red Bull GmbH founded.
- 1987
Launch in Austria.
- 2005
Red Bull Racing enters Formula One.
- 2012
Red Bull Stratos.
what made it work
- Premium price signalled a premium product.
- Owned experiences and content instead of renting ads.
- Consistent identity around energy and adventure.
the lesson
A brand that creates content and experiences people seek out can build demand far beyond traditional advertising.
Apply it to your business
- 1Create content your customers actually want to watch.
- 2Own the events or community linked to your brand.
- 3Premium pricing can strengthen a brand.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.