In the 80s of the 20th century, Dietrich Matsitz was inspired by functional beverages from the Far East and founded the Austrian company Red Bull. He developed the recipe for Red Bull's energy drink and developed a unique marketing concept for Red Bull. On April 1, 1987, Red Bull Energy Drink was first launched in the domestic market of Australia (Austria). This time, it was not just the launch of a new product, but also the birth of a completely new product concept. Today, Red Bull is available in 171 countries and territories, with a total of more than 62 billion cans sold to date.

At the end of 2016, Red Bull Austria employed 11,865 people in 171 countries – compared to 10,997 in 169 countries at the end of 2015.

In 2016, Red Bull sold 6.062 billion cans worldwide, an increase of 1.8% compared to 2015, when sales were already very successful. For the first time, the company's turnover exceeded 6 billion euros, increasing from 5,903 million euros in 2015 to 6,029 million euros in 2016. The main reasons behind these positive figures are significant volume growth in all markets: Chile (28%), Scandinavia (13%), Poland (13%), the Netherlands (12%) and South Africa (10%), as well as efficient cost management and continuous brand investment.

In terms of later expansion, Red Bull will mainly focus on the core markets of Western Europe and the United States, as well as the growth markets of the Far East, and will continue to focus on the expansion of Red Bull's various versions in the global market.