Red Bull energy drink

Red Bull is the world's leading energy drink brand, famous for its association with extreme sports and its high-caffeine formula. The product was originally inspired by a Thai energy tonic called Krating Daeng, which entrepreneur Dietrich Mateschitz discovered in 1982. After partnering with the drink's original creator, Chaleo Yoovidhya, Mateschitz adapted the formula for Western tastes by carbonating it and launched the 'Red Bull' brand in Austria in 1987.

While the brand is synonymous with its Austrian roots, its manufacturing is a global operation. The primary production and bottling hubs are located in Austria and Switzerland, leveraging local alpine water. However, to meet massive global demand, Red Bull also operates or contracts manufacturing facilities in the United States (notably in Arizona), Brazil, and other regions. The product's supply chain is highly international, with aluminum for cans often sourced from Australia and key ingredients like caffeine and taurine synthesized in laboratories globally.

As of 2026, the brand remains under the private ownership of Red Bull GmbH. Ownership is split between the Yoovidhya family of Thailand (who control a 51% majority stake) and Mark Mateschitz, the son of the co-founder, who inherited a 49% stake. The company is headquartered in Fuschl am See, Austria, and continues to operate as a massive conglomerate with significant investments in Formula 1 racing, global football clubs, and media production.