Red Bull

Red Bull is an Austrian company founded in 1987 that produces and markets energy drinks and operates a global content, events and experiences business around its brand. Its flagship product, Red Bull Energy Drink, launched on April 1, 1987 following three years of formula development and is now sold in billions of cans annually across more than 175 countries. The company employs over 17,000 people and was built on a collaboration between Dietrich Mateschitz and Thai entrepreneur Chaleo Yoovidhya, after the pair identified functional drinks in Asia as the basis for a new product.

Beyond beverages, Red Bull runs Red Bull Media House, a media arm producing award-winning content that extends the brand into media, events and experiences under the tagline "Gives You Wiiings". The company's technical work spans media content production, sports and event marketing, and beverage formulation. Its activities reach into motorsport, including Formula 1, extreme sports and sponsorship of athletes across more than 100 disciplines.

Roles at Red Bull therefore sit across several distinct fields, from product development and supply to content production and brand marketing. The company describes its approach as unconventional and brand-led, favouring content, events and experiences over traditional selling, with a stated mission of giving wings to people and ideas. It also runs programmes for collegiate student marketeers. Headquarters are in Austria, with operations in more than 175 countries.