Product Review

In 1982, Dietrich Mateschitz became aware of products called tonic drinks, which enjoyed widespread popularity throughout Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong. In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. In 2008, Red Bull launched its own Cola: Red Bull Simply Cola ? Strong and Natural. Very much in line with the needs of today's consumers, Red Bull Cola - unlike traditional colas - only contains ingredients of 100% natural sources. In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots: Starting in the USA, now gradually rolling out globally. Around 4 billion cans of Red Bull are consumed every year. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 6,900 employees around the world. The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria.