Red Bull GmbH

German scientists Friedrich Tiedemann and Leopold Gmelin discovered taurine in the bile of an ox in 1827. This substance is a main ingredient in Red Bull energy drink.

Dietrich Mateschitz, the co-founder of Red Bull GmbH, was born in 1946 in the Styria region of Austria.

In 1962, Chaleo Voovidhya, a Thai businessman, developed the original Red Bull drink under the name Krating Daeng, based on an earlier energy drink called Lipovitan.

In 1967, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand, which means 'red gaur' in English. It became popular among Thai truck drivers and labourers.

Chaleo Yoovidhya created Krating Daeng in 1976 to provide energy and vitality to farmers, laborers, drivers, and the lower social class in Thailand. The drink was initially intended for the working class and never expected to be popular among the wealthy.

In 1982, Dietrich Mateschitz discovered Krating Daeng, an energy drink, during a visit to Thailand. Impressed by its effects in relieving jet lag, he later co-founded Red Bull GmbH based on this product.

Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya founded Red Bull GmbH in 1984 after seeing market potential in the energy drink Krating Daeng developed by Chaleo's company.

Dietrich Mateschitz founded Red Bull in the mid-1980s, inspired by functional drinks from East Asia. Red Bull Energy Drink was launched in Austria on April 1, 1987, creating a new product category - energy drinks.

In 1988, Red Bull organized its first Dolomitenmann event in Italy, which involved a challenging race with four-men teams consisting of a mountain runner, paraglider, mountain biker, and whitewater kayaker. This event has become a tradition lasting over 30 years.

In 1989, Red Bull started sponsoring athletes, beginning with Austrian Formula One driver Gerhard Berger. The company initially focused on Formula One racing and extreme sports.

Since 1992, Red Bull has been known for creating animated commercials featuring characters who grow wings after drinking the product. The campaign has been broadcast in over 170 countries worldwide.

In March 1994, Red Bull was introduced in Germany and quickly gained a significant market share in the sports drink market, surpassing Gatorade.

In 1995, Red Bull entered the world of Formula 1 by making its debut with Team Sauber, marking a significant milestone in the company's sports ventures.

Olympic rower Xeno Müller, sponsored by Red Bull, achieved a gold medal at the 1996 Atlanta Olympics in the single scull race. This sponsorship highlighted Red Bull's involvement in supporting athletes in various sports.

In 1997, Red Bull GmbH expanded into the United States market, quickly grabbing 75% of the market within a year.

Red Bull's growth was fueled by its appeal to young people seeking endurance at clubs, with the drink becoming a popular mixer, particularly with vodka. The company deepened its involvement by sponsoring the Red Bull Music Academy in New York City.

Red Bull emerged as the top energy drink in the United States and the United Kingdom by displacing the established Lucozade brand, showcasing its competitive edge and market dominance.

By the year 2000, Red Bull GmbH was estimated to be worth around $11 billion, making it the most highly valued company in Austria. This achievement also resulted in Dietrich Mateschitz, the co-founder with a 49 percent holding, becoming the country's richest individual.

In 2001, Red Bull achieved a significant milestone by selling its one billionth can of energy drink. This marked a major success for the company in the energy drink market.

In October 2002, Red Bull established a regional headquarters in Dubai as part of its strategic expansion plans, indicating a focus on the Middle East market.

In January 2003, Red Bull introduced a sugar-free version of their popular energy drink.

Until late 2004, the sale of Red Bull was prohibited in Canada. This restriction was eventually lifted after a certain period.

On April 6, 2005, Red Bull purchased the Austrian football club SV Austria Salzburg and rebranded it as Red Bull Salzburg. This move faced criticism from supporter groups in Austria and Western Europe.

In 2006, Red Bull rebranded the Austrian Bundesliga team SV Austria Salzburg as Red Bull Salzburg.

In 2007, Red Bull launched its own record label, Red Bull Records, to promote music-related activities.

In 2008, Forbes magazine listed Chaleo and Mateschitz as the 250th richest people in the world with an estimated net worth of US$4 billion.

In June 2009, Red Bull acquired the soccer license of German fifth division club SSV Markranstädt and transformed them into RB Leipzig. The company aimed to achieve promotion to the Bundesliga within ten years, a goal that was accomplished with four promotions in seven seasons, leading to Bundesliga football from the 2016-17 season onwards.

In 2010, Red Bull enlisted engineer Adrian Newey to design the Red Bull X2010 prototype racing car for the video game Gran Turismo 5.

In 2011, Red Bull celebrated the 100th edition of Red Bull Flugtag, a human-powered flying event, and also introduced Red Bull Editions with various flavors like pomegranate, watermelon, coconut, and more.

In October 2012, Red Bull received a boost as the chief sponsor of the 'Red Bull Stratos' 24-mile space jump conducted by Felix Baumgartner.

Red Bull, an Austrian company, was founded on December 11, 2013. It is known for its energy drinks and extensive marketing strategies.

The year 2014 saw the introduction of Red Bull Winter Edition, a new variant combining the flavors of pomegranate and winter spices.

The first-ever Red Bull Mind Gamers event is launched, focusing on challenging mental skills and problem-solving abilities.

ORGANICS by Red Bull is launched in Austria, introducing a new line of organic beverages by the Red Bull company.

In 2018, Red Bull launched its line of organic sodas called Organics by Red Bull, most of it without caffeine.

In March 2019, Red Bull acquired the Série B side Clube Atlético Bragantino and rebranded the team as Red Bull Bragantino. The team went on to win the 2019 Série B championship and was promoted to Série A for the 2020 season.

As of 2020, Red Bull held a 43% share of the energy drink market, solidifying its position as the industry leader. This dominance is attributed to the brand's ability to inspire consumer loyalty and its iconic logo.

In 2021, Red Bull sponsored Hoang Anh Gia Lai from V.League 1.

In 2022, Red Bull announced the production of the RB17 hypercar, designed by engineer Adrian Newey.

In 2023, Red Bull sold 12,138 billion cans worldwide, with a 4.8% increase from the previous year. The company's turnover reached EUR 10,554 billion, marking the best sales figures in its history.

In January 2024, Austrian Federal Competition Authority approved Red Bull GmbH's planned acquisition of a controlling interests of 51% in RD pro cycling GmbH & Co KG and RD Beteiligungs GmbH, the owner of the professional road cycling team BORA-Hansgrohe.