Red Bull
 | |
| Type | Energy drink |
|---|---|
| Manufacturer | Rauch Fruchtsäfte |
| Distributor | Red Bull GmbH |
| Origin | Fuschl am See, Salzburg, Austria |
| Introduced | 1 April 1987 |
| Colour | Yellow |
| Ingredients | Caffeine, taurine, glucuronolactone, sucrose and glucose, B-group vitamins, and water |
| Variants | Red Bull Sugarfree Red Bull Total Zero Red Bull Zero Red Bull Energy Shot Red Bull Editions |
| Related products | Krating Daeng Red Bull Simply Cola Organics by Red Bull |
| Website | www |
Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. It had a global market share of 13% in the energy drink market in 2023 and was the third most valuable soft drink brand in 2021, behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 13.9 billion in 2025.
Originally available only in a single undistinguished flavour called Red Bull Energy Drink, the drink added numerous variants over time. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth" through extreme sport events.
Red Bull was derived from a similar drink called Krating Daeng which originated in Thailand and was introduced by Chaleo Yoovidhya. While doing business in Thailand, Austrian entrepreneur Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Chaleo and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink. In 1984, the two founded Red Bull GmbH in Fuschl am See, Salzburg, Austria.