Company Overview
Red Bull, founded in 1984 by Deitrich Mateschitz and Chaleo Yoovidhya, is headquartered in Austria. In 2006, Red Bull generated over ?2,6 billion (euros) in 2006 throughout the world with the help of its' 3,903 employees.
The origin of Red Bull dates back to 1962 where the original formula was developed by Chaleo Yoovidhya, a Thai businessman, and sold under the name Krating Daeng by a local pharmaceutical company to treat jetlag and boost energy for truck drivers. The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. Both Mateschitz and Yoovidhya invested $500,000 of savings and launched the "Austrian version" in 1997 in the U.S. markets. It is this "Austrian version" that has taken almost half of the U.S. market for energy drinks and 80% of market in other countries by storm.
Red Bull is sold as an energy drink to combat mental and physical fatigue. A sugar-free version has been available since the beginning of 2003. The drink tastes of citrus and herbs, and is commonly used as a mixer in alcoholic drinks such as Raspberry Stoli Vodka or base ingredient in the famous Jagerbomb. It has become extremely popular over the recent years with almost 1 billion 250ml cans sold in 2000 to more than 3 billion cans sold in 2006 in over 130 countries.
Active ingredients include, but not limited to, 27g of sugar, 1000mg of taurine, B-complex vitamins, and 80mg of caffeine - which is a little less than the amount of caffeine found in an average cup of coffee and about two times as much caffeine as many leading cola drinks.
Core Competency and Market
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