Inspired by functional drinks from East Asia, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed not only a new product but also a unique marketing concept and launched Red Bull Energy Drinks in Austria on April 1, 1987. A completely new product category was born – energy drinks.
Today, Red Bull operates in over 172 countries, selling over 9.8 billion cans annually and growing! Above all, its people remain the essential ingredient in bringing the Red Bull brand to life. In Austria more than 2,000 individuals, representing over 60 different nationalities, work together to grow the brand and deliver great products and experiences by “Giving Wings” to people and ideas. In addition to Red Bull’s global headquarters, Austria is home to Red Bull Media House and other entities such as the company’s Consumer Products divisions, Wings for Life and the Flying Bulls. Red Bull also maintains its North American headquarters in Santa Monica.
Wings for Life is a not-for-profit spinal cord research foundation. Its mission is to find a cure for spinal cord injury. It funds world-class scientific research and clinical trials around the globe aimed at healing people who have suffered from an injured spinal cord. Progress in spinal cord research is largely driven by private funding. Wings for Life is dependent on donations from individuals and companies. 100% of all donations are used for research purposes because all administrative costs are generously covered by the Red Bull Company.
